Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sahara to spruce up 9–11 p.m. slot

29-January-2004
Font Size   16
Sahara to spruce up 9–11 p.m. slot

Sahara is on the go again. With Malini Iyer on the 9 p.m. slot on Mondays and Tuesdays, the channel is looking to develop the 9 to11 p.m. slot further. It has launched another weekly on its 10 p.m. band, Zameen Se Aasman Tak, from February 2, 2004.

Zameen… moves away from Sahara’s strategy of star-studded shows. Nonetheless, the serial engages the talents of Aroona Irani, who also produces the show, and Kiran Kumar. The programme will replace Arzoo Hai Tu.

Given that there is barely a week’s time for the new show to hit the tube, an interesting point would be promotional activities around it. The channel did play it subtle with Malini Iyer compared to its activities around Karishma…. Nonetheless, Malini Iyer did showcase a good mix of above-the-line and below-the-line activities.

Fort Zameen… the channel has indulged in the usual promotional activities. It is utilising newspaper advertising and reminder mediums backed with TVCs on the channel. Explains, Satish Menon, President, marketing and sales, Sahara India, “The show will also ride heavily on Malini Iyer. We think that Malini Iyer will deliver and we plan to utilise that.”

The weekly is a family drama with the backdrop of an earthquake. Given that the channel is banking on an emotional saga of relations, the programme does seem to have the basic components that attract Indian viewers. But the channel has also added a bold aspect to the programme by bringing in a character that plays the role of a dancing bar girl. The channel aims to offer an interesting programming mix. Will the audience accept it?

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by