SaharaOne initiates prime time revamp; 8 shows on the anvil

MUMBAI: SaharaOne Television is about to make a big splash in the Hindi General Entertainment Channel (GEC) space by introducing not less than eight new programmes. The channel, having set an ambitious 2006-end target of achieving the third position in the market, hopes a near complete revamp of the sensitive 8 pm to 11 pm prime time band would drive the turnaround.

"By the end of 2006, we want to become the third most successful general entertainment channel in the Hindi space. We will be unleashing a series of programming activities in the coming weeks. Two new soaps Kuch Apne Kuch Paraye and Solhah Singaarr will start the proceedings and four more soaps will be launched in the prime time band. The picture will be complete with the introduction of two big ticket format shows," Sahara One Media and Entertainment Limited CEO Shantonu Aditya tells

The channel's most successful soap Woh Rehne Waali Mehlon Ki will however escape the revamp exercise. Another prime time soap Hare Kkaanch Ki Choodiyan is giving way for Solhah Singaarr. SaharaOne is yet to decide the slot for Kuch Apne Kuch Paraye, according to Aditya.

Speaking on the reality shows in the pipeline, Aditya said the channel was yet to finalise certain details and would be sharing information on the initiatives at a later period. However he hinted that one of the reality shows planned would be celebrity-based.

"We had been planning to launch a celeb-based reality dance show Superstars. But, looking at the way the existing celeb dance shows are faring in the rating charts, we have decided to take a re-look at Superstars," Aditya says.

When the sliding market share of SahraOne (based on July to September CS4+ HSM Tam ratings) is brought to his attention, Aditya counters by saying that the channel has already been showing signs of a good comeback.

"Last week, we have improved our GRPs to 87 from 60 of the previous week. The reach has been improved to 51 per cent. Our belief is that the latest programming efforts, backed by the strong movie properties we have, will strengthen the channel's position tremendously," he says.

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