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MUMBAI:
Sahara One Media and Entertainment Ltd plans to launch five
channels including one in the Bengali language within the
next six months.
"We
will be widening our channel offerings. We are launching five
channels over the next six months. One of them will be in
the Bengali language space," said Sahara One Media and
Entertainment CEO Seemanto Roy while declining to provide
further details.
 Sahara
was addressing the press to announce the launch of Firangi,
the world TV channel dubbed in Hindi.
Firangi
will kick off on 25 February with three hours of original
programming. This will add to Sahara's existing bouquet of
Hindi general entertainment channel Sahara One and movie channel
Filmy. The group also runs a clutch of Hindi and region and
city-specific channels.
The
channel will have two prime bands - from 5 pm to 8 pm for
building in loyal audiences and a repeat at 9 pm till midnight
for working men and women. The channel aims to get core viewers
in the age group 20-44 years.
 "The
early prime time band is not fragmented and we can build up
loyalty for our content. The 9-12 pm slot is the time when
maximum viewers watch TV and it is the best time to get people
to sample the channel," said Firangi business head Rajeev
Chakrabarti.
For
starters, Firangi will show Lalola, a popular comedy
series from Argentina, America from Brazil and Second
Chance from Columbia. Each of them will have a time run
of one hour.
Lalola
will be telecast at 5 pm and a repeat at 9 pm. America
will be shown at 6 pm (repeat at 10 pm) and Second Chance
at 7 pm (repeat at 11 pm).
 The
strategy for two time bands was arrived at after analysis
of the viewing habits of Hindi serial viewers, especially
those who watch dubbed content.
Chakrabarti
said, "We have addressed the often ignored quality of
dubbing of international content in Hindi in our are full
selection of voice artists and dubbing processes."
Firangi
will be showcasing "fresh", "contemporary"
and "bold content." The serials will end in 6-8
months. "It will be a lot more pacier," says Chakrabarti.
On
weekends the channel will air mini series and movies. On the
first weekend Firangi will show mini series called Dolmen.
Dolmen
will air in two parts on Saturday and Sunday at 9:30 pm.
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