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Bollywood biggies for Sahara
Sahara TV is all set to dazzle its viewers with Bollywood sensations like Amitabh Bachchan, Shah Rukh Khan, Aishwarya Rai and Karisma Kapoor.
A still from the serial, Karishma - The Miracle of Destiny on Sahara TV.
Change is evident at Sahara TV, the general entertainment channel of the Sahara TV Network. But V. Basavaraj, Vice President, Programming, Sahara TV, is quick to add that change is an ongoing process at the channel.
But this time, the transformation is evident from the viewers' perspective. The channel, that turned three this March, has set in motion initiatives aimed at bringing in higher TRPs.
"We are bringing in serials with big stars," says Basavaraj. In a first of its kind as the channel claims, stars like Amitabh Bachchan, Karisma Kapoor, Sridevi, Johnny Lever, Saira Banu will feature in serials on this channel.
Obviously, this is not the first time big stars have featured in television programmes. Amitabh Bachchan with his Kaun Banega Crorepati completely changed the success parameters for broadcasters, though for a short period. Madhuri Dixit, a reigning Bollywood star, made her television debut on Sony, notwithstanding the fact that the exit came too soon.
As for Sahara, the difference is in the genre of programming. Big time celluloid stars are making their first time appearance on Sahara in the area of fiction. The channel refers to it as blockbuster mega entertainment package.
The first such serial to go on air is Karishma — The Miracle of Destiny. This serial featuring Karisma Kapoor is inspired by the novel, A woman of Substance, by best-selling author Barbara Taylor Bradford. "This serial based on a woman who struggles to become a successful person, is expected to go on air by early May," Basavaraj says.
The serial featuring Amitabh Bachchan is due to go on air by early June. In the genre of comedy serials, Sahara is looking at a daily soap, Hamari Bahu Malini Iyer featuring Sridevi. "It is about a South Indian daughter-in-law in a Punjabi home," says Basavaraj.
Yet another daiily soap featuring Saira Banu titled Kisey Apna Kahe and Gilli Danda featuring actor Sachin are also to go on air soon.
There's more on offer. In the genre of non-fiction, the channel has signed in a talent search programme, Grooves to be presented by Javed Jaffrey. Prominent among the television software companies contributing to Sahara is Balaji Telefilms Ltd. There are other unlisted companies too in the fray. Viewership for Sahara is picking up, especially in the metros, says Basavaraj. "We are building up promotion for our serials and soaps and going in for on air and off air promos, print advertisements, hoardings, ads in cinema halls and radio," he says.
Mission Fateh, a serial based on stories from war and counter-insurgency operations undertaken by the Indian Army since 1948, is getting Sahara much of the attention it has been yearning for. A weekly one hour series, this serial has been shot in Jammu & Kashmir, Rajasthan, and Nagaland, including locations like, Rohtang pass, Koksar Valley, Lahoul and Speeti Valley.
The channel claims authenticity in capturing the lives of army men in extreme weather conditions going to the extent of using custom-made equipment, weapons and snow gear for soldiers.
"We are going in for a good mix f serials, soaps, non-fiction programmes and films," says Prriya Raj, Vice-President — Publicity and PR, Sahara TV. A weekly serial, Zindagi Teri Meri Kahani has now been converted into a daily serial because of its popularity among viewers, he adds.
A free-to-air channel, Sahara TV reaches 73 per cent of the 41 million cable and satellite homes. It entered the digital mode in early December 2002. Having taken off the news slot, the Hindi entertainment channel is clearly positioning itself with heavyweights such as Star Plus, Sony and Zee TV.
Although Sahara may not be ahead in the TRP game, advertisement support is evident. "We are looking at a prime time slot of 7 pm to10.30 to 11 pm and aiming our best programmes at this slot," says Basavaraj. He is happy with the quality of advertisements on his channel. "We have a good mix of all brands on our channel."
With a dogged resolve to go ahead of the competition, Sahara is also looking at gimmicks to bring in the eyeballs — it has lined up Bollywood biggies like Shah Rukh Khan, Aishwarya Rai, Hrithik Roshan and Raveena Tandon under the programme Dil Ki Baatein, in which the stars are to appear daily on the channel and present prime-time programmes.
In the fight for Bollywood movies among broadcasters, Sahara has bagged Aankhein, the Amitabh Bachchan film and Ram Gopal Varma's Company. "We are looking at popular, commercially successful films," says Basavaraj, adding that the channel is close to breaking even financially.
Sahara TV is all set to dazzle its viewers with Bollywood sensations like Amitabh Bachchan, Shah Rukh Khan, Aishwarya Rai and Karisma Kapoor.
A still from the serial, Karishma - The Miracle of Destiny on Sahara TV.
Change is evident at Sahara TV, the general entertainment channel of the Sahara TV Network. But V. Basavaraj, Vice President, Programming, Sahara TV, is quick to add that change is an ongoing process at the channel.
But this time, the transformation is evident from the viewers' perspective. The channel, that turned three this March, has set in motion initiatives aimed at bringing in higher TRPs.
"We are bringing in serials with big stars," says Basavaraj. In a first of its kind as the channel claims, stars like Amitabh Bachchan, Karisma Kapoor, Sridevi, Johnny Lever, Saira Banu will feature in serials on this channel.
Obviously, this is not the first time big stars have featured in television programmes. Amitabh Bachchan with his Kaun Banega Crorepati completely changed the success parameters for broadcasters, though for a short period. Madhuri Dixit, a reigning Bollywood star, made her television debut on Sony, notwithstanding the fact that the exit came too soon.
As for Sahara, the difference is in the genre of programming. Big time celluloid stars are making their first time appearance on Sahara in the area of fiction. The channel refers to it as blockbuster mega entertainment package.
The first such serial to go on air is Karishma — The Miracle of Destiny. This serial featuring Karisma Kapoor is inspired by the novel, A woman of Substance, by best-selling author Barbara Taylor Bradford. "This serial based on a woman who struggles to become a successful person, is expected to go on air by early May," Basavaraj says.
The serial featuring Amitabh Bachchan is due to go on air by early June. In the genre of comedy serials, Sahara is looking at a daily soap, Hamari Bahu Malini Iyer featuring Sridevi. "It is about a South Indian daughter-in-law in a Punjabi home," says Basavaraj.
Yet another daiily soap featuring Saira Banu titled Kisey Apna Kahe and Gilli Danda featuring actor Sachin are also to go on air soon.
There's more on offer. In the genre of non-fiction, the channel has signed in a talent search programme, Grooves to be presented by Javed Jaffrey. Prominent among the television software companies contributing to Sahara is Balaji Telefilms Ltd. There are other unlisted companies too in the fray. Viewership for Sahara is picking up, especially in the metros, says Basavaraj. "We are building up promotion for our serials and soaps and going in for on air and off air promos, print advertisements, hoardings, ads in cinema halls and radio," he says.
Mission Fateh, a serial based on stories from war and counter-insurgency operations undertaken by the Indian Army since 1948, is getting Sahara much of the attention it has been yearning for. A weekly one hour series, this serial has been shot in Jammu & Kashmir, Rajasthan, and Nagaland, including locations like, Rohtang pass, Koksar Valley, Lahoul and Speeti Valley.
The channel claims authenticity in capturing the lives of army men in extreme weather conditions going to the extent of using custom-made equipment, weapons and snow gear for soldiers.
"We are going in for a good mix f serials, soaps, non-fiction programmes and films," says Prriya Raj, Vice-President — Publicity and PR, Sahara TV. A weekly serial, Zindagi Teri Meri Kahani has now been converted into a daily serial because of its popularity among viewers, he adds.
A free-to-air channel, Sahara TV reaches 73 per cent of the 41 million cable and satellite homes. It entered the digital mode in early December 2002. Having taken off the news slot, the Hindi entertainment channel is clearly positioning itself with heavyweights such as Star Plus, Sony and Zee TV.
Although Sahara may not be ahead in the TRP game, advertisement support is evident. "We are looking at a prime time slot of 7 pm to10.30 to 11 pm and aiming our best programmes at this slot," says Basavaraj. He is happy with the quality of advertisements on his channel. "We have a good mix of all brands on our channel."
With a dogged resolve to go ahead of the competition, Sahara is also looking at gimmicks to bring in the eyeballs — it has lined up Bollywood biggies like Shah Rukh Khan, Aishwarya Rai, Hrithik Roshan and Raveena Tandon under the programme Dil Ki Baatein, in which the stars are to appear daily on the channel and present prime-time programmes.
In the fight for Bollywood movies among broadcasters, Sahara has bagged Aankhein, the Amitabh Bachchan film and Ram Gopal Varma's Company. "We are looking at popular, commercially successful films," says Basavaraj, adding that the channel is close to breaking even financially.
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