Television

Sahara One Television changes logo, on-air identity

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MUMBAI: They've done it yet again! Sahara One Television has once again changed its on-air channel identity and logo.

In order to reflect the dreams and aspirations of the new age Indian woman, the channel will don a new logo from 28 March. Inspired from the blooms of a lotus, the colours and form speak for themselves.

Sahara One Television's prime time programming revolves around contemporary Indian women minus the saas-bahu sagas in shows like Woh Rehne Waali Mehlon Ki, Haare Kaanch Ki Choodiyan and Kituu Sabb Jantii Hai.

The channel had last changed its logo in October 2004.

Sahara One Television's various phases of transition
Sahara One Television's new logo retains the company's distinctive saffron and green stripes next to the company name Sahara.

The Singapore based Bruce Dunlop Associates has designed the new on-air look for the channel, with Bollywood music director Shantanu Moitra designing the sound for the new packaging.

"The new logo is designed by Yellow Frog a design outfit of Percept H, part of Percept Holdings Company and gives Sahara One Television the crucial singular visual identity along with colour palettes that give continuity and a never-ending promise. Though the new logo is soft in appeal, it has an inner strength that is exuded via the bloom and the colours. It is interesting to notice that the form that is created for O is inspired from a lotus petal," said Sahara One Television COO Purnendu Bose.

Speaking on the reason behind changing the logo, Bose said, "The old logo with the diamonds around it was too restrictive and was not flexible. It wasn't a reflection of the true Indian woman and we wanted a logo that reflected our target audience."
The channel has also launched an advertising campaing with the protagonists of its prime time shows. The taglines of these campanigs are --- 'Pati Parmeshwar ka time khatam' and 'Kit-pit saas ka time khatam.'

"The campaing hits the current stereotype saas-bahu sagas head-on, which have been running on Indian television for the last two years. It reflects our programming strategy that focuses on women of today," added Bose.

What's more... since the channel's key focus audience are women, it has launched a contest exclusively targeted at women viewers called 'Naya Rang-Cricketers Ke Sang.'

The contest began on 27 March and will run till 8 April. Under the contest one question will be asked between 8 - 10 pm everyday. The viewers have to send their replies by SMS to 9090 or call 1904-424-9090 by 12 noon next day to leave their answers.

The winners stand a chance to win a fully paid trip for the for the last five matches One-Day Internationals to be held from 3 - 15 April with Indian cricketers on a chartered plane.

The winners of Naya Rang-Cricketers Ke Sang contest will be announced on the channel six days prior each match. The winners not only gets to travel, dine and wine with these cricketers but shall also have the privilege to watch the match in exclusive seats.

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