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MUMBAI:
As part of their aggressive plans to ramp the programming
on the network, SaharaOne has unveiled two more properties
in connection with their sixth property roll out. These include
the weeklies Zaara Pyaar Ki Saugat, which is slated
to kick off on 4 December at 8 pm and Ghar Ek Sapna,
which is targeting an 18 December launch.
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SaharaOne
CEO Shantonu Aditya & programming head Kalyan Sundaram
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Following
the launch of the two shows Solhah Singaarr and Kuch
Apne Kuch Paraye, the channel is looking to make a big noise
around the launch of Zaara Pyaar Ki Saugat with live
outdoor screenings of the first episode in certain pockets of
Mumbai including Mahim Causeway, Mohammad Ali Road and Azad
Maidan.
Expectedly,
the channel will roll out marketing initiatives via print,
outdoor and radio. But in addition to this the channel is
also looking to heavily utilize the internet with contests,
games and blog sites like the hugely visited community website
Orkut, says SaharaOne marketing head Rajeev Chakraborthy.
The
marketing plans for Ghar Ek Sapna are yet to be cemented,
which Chakraborthy was apprehensive to disclose.
Commenting
on the relevance of the themes for both shows, SaharaOne programming
head Kalyan Sundaram says that research from smaller towns
and cities have shown that this 'women dominated' audience
prefers to identify with the non-progressive home bound Indian
female as opposed to women achievers such as journalists and
lawyers. This explains the move back towards narrating the
story of the traditional homemaker.
The
channel has recently been boasting of the two new shows generating
good numbers and CEO Shantonu Aditya seems confident that
the latest additions will garner the same. In line with their
programming fight plan, two more non-fiction properties will
be unveiled, following which two big properties will emerge
in January and February next year. These will tread the reality
path much like what competition is doing, only this will be
in the form of a game show.
In another attempt to up their ratings and beat Sony to the
third spot in the general entertainment genre, Aditya added
that the channel has also lined up a bank of movies from their
own stable including Khosla Ka Ghosla and Dor.
Aditya
adds, "In keeping with our mission to continually provide
quality entertainment to our viewers and fulfilling our promise
of newer shows, we are pleased to present Zaara Pyaar
Ki Saugat and Ghar... Ek Sapna. With the launch of these
two shows we have not only revamped the primetime band but
have also expanded viewing time. The channel has been at an
upswing over the last few weeks and our numbers are only getting
better. I am certain that the new shows that will be launched
over the next couple of months will take us to greater heights."
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