DATE & YEAR OF LAUNCH
12 February 2006

PROMOTERS
Sahara One Media & Entertainment Limited promoted by the Sahara India Pariwar

MANAGEMENT TEAM
Sahara One Media & Entertainment CEO - Shantonu Aditya
Business Head - Ashutosh
Marketing and Content Head - Shailesh Kapoor
Creative Director - Mukul Misra
National Sales Head - Sparsh Ganguli

USP
Filmy is a fun and irreverent Hindi movie channel which plans to redefine how cinema is consumed on television. The objective is to add value to the movie viewing experience through original content which falls in the light entertainment genre.

TARGET GROUP
Viewers across age groups, gender, SEC in the Hindi Speaking Markets

PROGRAMMING STRATEGY
The programming is mainly driven by four anchors -- Rokki, Lal Gulab, Lallan and Ruchi Reporter - who carry different shades of the Bollywood industry. These anchors are projected in a fun-filled way, as the tone of a large part of the channel programming attempts to be light-hearted. Instead of showing movies back-to-back, the Filmy content is extensively based on film presentations and film-based content.

BIG IDEA FOR 2006
The Filmy Short Film Festival contest. Short Films on Filmy is a platform for India's best and brightest short-film makers to showcase their talent. Shortlisted films would then be aired on the channel and viewers will be called upon to vote for their favourite film. Also, the 'Audience Favourite' film and filmmaker will be profiled on Filmy.

DIRECT COMPETITION
Zee Cinema, Max and Star Gold

TAGLINE
Maa Kasam Filmy Hai!

CREATIVE / MEDIA ACCOUNTS
Percept Holdings

DISTRIBUTION
Filmy is currently a free-to-air (FTA) channel, and has plans of going pay very soon. The channel claims 70 per cent connectivity in the Hindi-speaking markets. It also aspires to tap the Indian diaspora by entering the key international markets such as the US, UK and South East Asia.

SATELLITE
AsiaSat 3S, NSS 6 (Dish TV)

CONTACT ADDRESS
Sahara One Towers, 2nd Floor
Kamala Mills Compound, Lower Parel,
Mumbai - 400 013, India
Telephone +91 22 5552 4200
Telefax +91 22 5552 4225 / 4597
Email filmy@myfilmy.com

HOME PAGE
http://www.myfilmy.com