SaharaOne unveils two properties; plans big marketing push

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.

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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