Television

Sahara One to air movies before theatrical release

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MUMBAI: For the first time ever, Sahara One will be airing movies prior to their theatrical release. This will start from 10 June with Hum Jo Keh Na Paaye at 8:30 pm.

Sahara One Television COO Purnendu Bose said, "Indian entertainment space will witness a new era, a new beginning where television viewers, especially viewers on Sahara One would be able to watch mega movies in the comfort of their homes, even before it is released in theatres. The idea is to increase the size of screen. The small screen is getting bigger and bigger and it deserves to be."

"Today C&S television reaches 44 million homes, if mega movies are all about entertaining masses, television today offers much greater reach with depth and width across the country. That is the reason why we thought Sahara One Television as an alternative platform to theatrical releases," he added.

Agrees trade pundit Taran Adarsh, "In the West, when a film is made, the studio analyses whether the film is for a theatrical, a DVD or a television release. It is a common practice there. But in India, it has always been theatrically released first and then shown on television. it has never happened that a mainstream producer releases his film on television."

The other two movies that will be aired this month, apart from Hum JO Keh Naa Paaye are Tum Ho NAand Pehchaan.

Hum JO Keh NA Paaye stars Abhijit Sanyal, Gauri Karnik and Anupam Kher. Tum Ho NA, stars Jackie Shroff, Ria Sen and Nethra Raghuraman and will be aired on 17 June at 8.30 pm.

Pehchaan, starring Raveena Tandon, Vinod Khanna and Rati Agnihotri will air on 24 June.

Hum JO Keh NA Paaye producer Smita Thackeray said, "Television viewership is definitely more than theatres and has amazing penetration. In fact, I think that some soaps are more popular than movies today attracting its own set of loyal viewers. With the kind of promotion from Sahara One, we are definitely bound to reach more viewers through the television release."

Bose adds that this move of pioneering Friday releases on television is a definite indicator of the changing trends of film business in India.

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