Siti channel dons a new, improved look

MUMBAI: From 24 February Entertainment Ka Naya Funda, Interesting! is Siti Channel's new catch line. Siti, which "upgraded" from a cable channel to a satellite channel last year, is targeting both youth & family audiences with its brand new look.

Zee Telefilms had converted Siti to a satellite-delivered channel with the intent to expand its reach by setting up affiliates across the country.

The format with new improved graphics & packaging, would provide a fresh looking Siti Channel to viewers, a company statement says.

The channel will now address the aspirational values of non- metro cities and the smaller townships along with viewers in Sec B, C and D in metro cities. The channel has something for each and everyone in the family. Specific time bands have been created, focusing on different age groups - morning for the old, early afternoon for the women, evenings for the youth and more with focus on weekend entertainment for the entire family.

Siti head Gaurav Goel said, "The business logic for getting into an already crowded genre is simple. This is the largest genre in TV viewership pie and accounts for more than 50 per cent share in viewership. Recent success of second level of general entertainment is a live example of latent demand in this genre and is still the most viable genre to venture into. We intend to provide wholesome entertainment to our viewers and break away from cliché of sticking to one particular flavor like humour or newsy content."

Movies will be packaged and presented in a very unique and "interesting" format according to the target group.

The sources in the company are confident that viewers that will sample the channel will definitely come back for more. With the same concept they have targeted their logo with a tag line saying "Interesting", hoping to get the audience to try them out.

Siti has been launched with a multi media campaign across targeted markets and an extensive communication campaign positioned around its new tag line.

Launched after consolidating the independent cable operators in 1994, Siti channel was the first organized cable channel of the country. It started as a community channel, relaying movies and local content. Then, the main objective for this city specific channel was to provide city specific programming and content.

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