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MUMBAI: Sahara One Media and Entertainment Limited is all set to
launch its Hindi music channel. "We are launching the channel
in the next few weeks," said Sahara One Media and Entertainment
CEO Shantonu Aditya.
Indiantelevision.com had earlier reported that Sahara would be
launching a music channel to expand its bouquet of entertainment
businesses.
The music channel will be encrypted but free-to-air. "We are
big in Bollywood. A music is a natural extension for us. It will
be a free-to-air channel at this stage," Aditya said.
The name of the channel has yet to be finalised. The company launched
its movie channel Filmy in February.
Sahara One head Shailendra Singh said, "I am delighted to inform
that we will soon be launching our next channel, which will be a Hindi
music channel. It will cater to millions of music lovers across India
and worldwide. Along with Sahara One Television and Filmy, our music
channel will complete the genres of mass Hindi entertainment from
Sahara One, and will strengthen our bouquet immensely."
According to a statement issued by the company, Sahara One's forthcoming
Hindi music channel will showcase the best of Hindi music from Bollywood
films and non-film albums, along with music events and original programming.
Aditya said, "As a genre, music channels have tremendous potential
for mass acceptance and popularity, and we will try to give the
same kind of innovativeness to our music channel’s programming
that is seen on Filmy and Sahara One Television."
He further added, "The new channel will also provide excellent
synergy to the motion pictures business, which produces several
films each year, thereby creating a lot of fresh content for our
television businesses. In fact, Sahara One Motion Pictures, Sahara
One Television, Filmy and our music channel will all be mutually
supportive of one another and will enable us to deliver tremendous
value to viewers and advertisers alike."
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