While speaking to the indiantelevision.com team, Affinity Media's Mitu Bidichandani says that her marketing outfit has tied up with Saregama (formerly HMV) to market programmes (soaps, thrillers) on Gemini TV (new programmes starting in September); and Sun TV (new programmes starting in October).

The marketing concessionaire claims that the thriller on Gemini TV is tentatively titled Yaarange; starts telecast by end September on Sunday mornings. The show on Sun TV is titled as Saregama Sangeet Samrat. It is a talent hunt, which may be aired twice a week - Saturday evening and Sunday morning. This show starts in October.

"We are the exclusive airtime marketing company for the middle east based Pehla Network that has recently started its own five focussed programming blocks/channels - namely Pehla Fashion, Pehla Thriller, Pehla Mix, Prime Time Movies and Pehla Comedy," adds Bidichandani. Several top Indian broadcasters are already on to the Pehla Pay television platform bouquet of channels available to views in the Gulf.

Affinity Media is also marketing a news-based programme World View India slotted on India's national broadcaster DD National in the 10:30 pm slot - Sundays to Thursdays. "This is the first time that an international wrap up programme on DD 1 is being produced by an independent producer," adds Bidichandani.

Affinity claims to have roped in brands such as Hindustan Lever, Elf Lubricants, P&G amongst others for the show that is put together by eminent media personalities like Satish Jacob and Saaed Naqvi.

Bidichandani also foresees a lot of opportunities for marketing concessionaires and producers if the public broadcaster goes ahead of its 24-hour news channel - slated to happen from October. "With its sheer reach, the terrestrial DD News channel could give C&S news channels a run for their money," emphasises Bidichandani.

Affinity Media was initially involved in setting up the airtime/marketing base for SS Music, a Tamil music channel beamed in and from the south. Besides having marketed various other programmes on DD like Janam Samjha Karo, the company has been marketing the airtime on Sanskar TV on an all India basis, exclusively.