(17 April 2009 9:15 pm)

MUMBAI: Saam Marathi, the Marathi infotainment channel from the Sakaal Group, is beefing up its afternoon band with special slots for women.

The channel has started airing phone-in live women-centric programmes between 1 and 6 pm from Monday-Saturday since 13 April.

Saam Marathi, which has not been able to generate good ratings since its launch on 15 August last year, is now trying to get a boost by wooing more female audiences in the afternoon.

The channel claims that these five-hours, dedicated to the women of Maharashtra, carry programmes with loads of fun, solution-based interactive shows, prizes to be won and a lot more.

Says Saam Marathi promotion head Ambarnath Sinha, “This is a first-time-ever effort in the history of Indian television that a channel has an afternoon slot of five hours live programs for women on-air where they can chat, win prizes and share their views and ideas over phone-ins.”

The channel airs five live shows of 45 minutes each, followed by 15 minutes of off-line programmes in between. At 1 pm, the channel airs Sughran, a live cookery show in which viewers come across with the preparations of delicacies or preparations they know and relish every day. At 2 pm is Madhura, an anchor-based live-chat show, in which viewers can call and discuss, debate, deliberate and share ‘everything under the sun.’

Sare Ga Sare Gauia at 3 pm is a song-based quiz show where every winner will get a cash prize. At 4 pm, the channel airs Mana Maje, where viewers can come up with their problems to be answered by experts. Finally, at 5 pm is Saam Sanjivani, a holistic approach towards leading a healthy life through good living habits.

The channel will give beauty tips from the experts in the programme Rupa Dekhane. Tips are given on home decorations, creative art and gift items in Kala Rangan; Pahuni/Tejaswini is a motivational slot with inspirational anecdotes of women while Bhavisyaveda gives astrological advice.