MUMBAI: Balaji Telefilms intention is to spread its programming across as wide a canvas as possible. Yesterday it made another move in that direction with the launch of a youth oriented serial Kahin To Milenge on Subrata Roy's Sahara TV.
The soap, which has a completely fresh (some would say raw) lead starcast, is based on the story of four separated and adopted siblings destined to come together, it was announced at a press briefing yesterday.
"Since this is our first venture with Sahara channel we have opted for a serial based on an entirely different genre than the usual family drama," said Balaji Telefilms chief operating officer, Rajesh Pavithran.
On being asked why they chose Sahara he had this to say: "We are sure that the serial will achieve TRPs similar to what our soaps have for other channels and that will be an added feather to our cap. We want to extend our reach and not limit ourselves to a few select channels."
"The offbeat storyline of this serial will keep our viewers absorbed as the concept is new and has a very promising fresh starcast," says Sahara TV, vice-president (publicity and PR), Priya Raj.
As part of it strategy to enhance its image as an entertainment channel and compete with the leading channels, the channel has mega serials starring Bollywood bigwigs like Sridevi and Karisma, slated for a launch sometime in January, a Sahara programming executive revealed.
Kahin to Milenge, is the second serial to premiere on the channel this month and will air Monday to Thursday at 8:00 pm. Bhagyashree's Kagaz Ki Kashti was launched on 4 November.
For Balaji, this is one of two new soaps it expects to launch before the year is out. Balaji had announced in the beginning of October plans to also launch a big-budget one-hour weekend soap Kaalki on Star Plus.