Financial Daily from THE HINDU group of publications
Saturday, Apr 19, 2003
Financial Daily from THE HINDU group of publications Saturday, Apr 19, 2003 |
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Marketing
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Strategy Now, it's known as Sahara Manoranjan Nithya Subramanian
NEW DELHI, April 18 SAHARA TV is donning a new name. In a bid to differentiate itself from its 30 odd news channels, the Hindi general entertainment channel from the Sahara Media & Entertainment Network will now be called Sahara Manoranjan. "We have changed the name of the entertainment channel to create a separate identity. We have also introduced a base line, `India is Watching'," said a company spokesperson. Along with this, a new line-up of television shows including ones by superstar Amitabh Bachchan, Karisma Kapoor and Sridevi have been planned. "After game shows, Amitabh Bachchan has agreed to be part of a daily soap. We are in the process of finalising details about the show," he added. Serials starring the Bollywood actresses Karisma Kapoor and Sridevi are expected to go on air in the next couple of months. In order to further beef up programming, the channel is also planning to air musicals and other live events. A Lata Mangeshkar-A R Rehman concert and a mega Bollywood show held in South Africa are in the pipeline. The channel also recently launched a serial - Mission Fateh - based on the Kargil martyrs. "We want to position Sahara Manoranjan as an upmarket channel on the same lines as Star, Sony or Zee. Hence, the change in packaging and programming," the spokesperson said. Sahara has also streamlined its airtime marketing operations. Earlier Buena Vista Television (BVTV) was selling spots for the channel. But now the entire marketing operations for the print as well as the television media have been brought under one roof. "We could be working out cross-deals for both our television channels as well as our publications," he added.
The in-house marketing effort seems to be paying off. The channel claims that most of the big spenders such as Hindustan Lever, Colgate-Palmolive and others are present on its channels.
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