Sircar will be looking after all the Sahara channels, including the newly started news channels, the soon to be rejigged main entertainment channel as well as the tabloids the Sahara group plans to unleash across the country.

Sircar, who joined on 3 April, says his brief would be to get advertising on the channels moving at 'space shuttle speed', as this, the fourth year of Sahara, would be a 'critical year' for the network. Sircar will be reporting to Sahara Television president Satish Menon.

Sircar earlier headed the Tara channels as business development director Broadcast Worldwide, before moving to Sabe TV last year. Sabe has now got itself a new president in Kanta Advani, to head the network's advertising and marketing functions.