Television

Jaico Publishing earmarks over twice the marketing spend for ‘Sahara: The Untold Story’

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/06/13/SAHARA.JPG?itok=A8QwENUo

KOLKATA: It isn’t often that a publishing house sets aside over two times its marketing expenditure for a book. Unless of course, the book in question is ‘Sahara: The Untold Story’ by eminent journalist and deputy managing editor of The Mint, Tamal Bandopadhyay. Jaico Publishing House has done just that.

Not surprisingly, the Facebook page dedicated to the tome has garnered more than 8,300 likes within weeks of its appearance. Plans are underway to upload videos of the book launch apart from advertising on national television channels like CNBC and CNN IBN and in flyers and newspaper inserts in cities where the book will be launched next including Pune, Lucknow and Ahmedabad.

On why Jaico has earmarked so much moolah, ‘Sahara: The Untold Story’ publisher Akash A Shah told indiantelevision.com, “We are looking at selling around 20,000 copies in a few weeks of the launch and this book has the potential to sell 50,000-60,000 copies in the next two to three months. We are targeting serious readership.”

Shah spoke to this website on the sidelines of the book’s launch in Kolkata. “Seeing the potential of the book as compared to others, we are spending more on it, that is, around two times as compared to other books,” he added. The launch itself proved innovative with Bandopadhyay doing a mock interview with Sahara’s Subrata Roy as portrayed by Bengali actor Kaushik.

Ever since being published, the book has been at the centre of much controversy, what with Jaico and Bandopadhyay dragged to court along with a stay order on the book and a Rs 200-crore defamation suit filed. Especially after the suit, people have been even more curious about the book. The ban was lifted after Sahara withdrew its legal suit against the publisher, with the condition that the book would carry a disclaimer by Sahara Group.

Painstaking research has gone into demystifying the country’s most enigmatic and largely unlisted conglomerate, the Sahara India Pariwar, in a book that goes behind the curtains of every good, bad and ugly event that occurred in the past 30 years of the Sahara dynasty. ‘Sahara: The Untold Story’ also delves into the group’s ongoing legal battle with market regulator SEBI.

“The issue discussed in the book is set to garner attention from the financial fraternity as well as regulators and academia. Though it essentially is a tussle between the regulator and the company, it will also be viewed as a game. Hence, the publisher is seen using the gimmick of marketing to ensure that the book reaches all those concerned with the subject using all aspects of the media,” said a city-based expert.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/zee.jpg?itok=dfVquBL8
ZEEL takes Bollywood movie channel to Latam

Setting a new landmark, leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL) has announced its expansion into Latin America with the launch of its Spanish-language Bollywood movie channel, Zee Mundo in Mexico and Ecuador. With this, ZEE becomes the first-ever Indian...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/discovery.jpg?itok=nmaneghf
Discovery Asia partners VS Media & Tabilabo

Discovery Networks Asia Pacific has announced two new partnerships across Asia, with VS Media – a top MultiChannel Network (MCN) that super-serves digital natives in Greater China with more than 120 million subscribers and 320 million video views a month, and Tabilabo – one of the leading and...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/tv%20viewers_0.jpg?itok=oBgv_l_a
Convenience & personalised content prompts 78% India's TV viewers' shift to OTT

MUMBAI: There has been a steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets. That percentage dropped 78 per cent, from 47 per cent to 10 per cent. In the United States, the number fell 57 per cent (from 59 per cent to 25 per cent), and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Arnab-Story.jpg?itok=S_X9Pi2q
Arnab's 'The Newshour' lands Times Now in soup in UK

MUMBAI: United Kingdom broadcast regulator Ofcom has studied several episodes of Times Now’s nightly show ‘The Newshour’ from last summer, which was broadcast during the rising tensions between India and Pakistan over Kashmir.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/26/Subhash-Chandra.jpg?itok=ht4rrVPQ
Zee Learn PAT more than doubles for FY-17

BENGALURU: The Essel Group’s core education company Zee Learn Limited (ZLL) reported 2.43 times consolidated profit after tax (PAT) in the year ended 31 March 2017 (FY-17, current year) as compared to the previous year. The company reported consolidated PAT of Rs 36.65 crore (20.5 percent of Total...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/Republic-Story%20%281%29.jpg?itok=fyc-97vb
Republic TV buzzing with pre-launch teasers featuring 'soft' targets, issues

Can the cocktail circuit media and Maoist sympathisers please stand up and name themselves?: Arnab Asks”. The latest tweet from Republic stated. With Arnab Goswami and his new project Republic TV, it cannot be the normal. Rather, true to his style, honed to a level of art, hype is the new normal...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/25/star%20vijay_1.jpg?itok=PGjaF3C0
Star Vijay ropes in slew of sponsors for weekend shows, launches new family drama

BENGALURU: Star India’s Tamil GEC Star Vijay had recently launched a couple of weekend shows – a chat show – Anbudan DD with Dhivyadharshini or DD of the Tamil chat show Koffee with DD fame and a Tamil reality stand-up comedy show - Kings of Comedy Juniors. The former airs on Saturday’s at 6pm...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/star%20india%20%26%20hotstar.jpg?itok=Kyso1Ypu
21st Century Fox outlook on Star bullish despite $30m DeMon hit

MUMBAI: Though India’s currency demonetisation late last year with ripple effects of currency shortage spilling over in 2017 hit businesses all round, including the likes of Star, its parent 21 Century Fox has pinned high hopes on the OTT platform Hotstar and the overall ability of Star to...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/04/24/mix%20%281%29.jpg?itok=RadP7NjK
Sony Mix's 'Media Ke Surtaj' season 2 ends amid fanfare

The Grand Finale of the second season of ‘Media Ke Surtaj’ was held on Friday at Bungalow 9 in Mumbai. Organized by SPN’s music cluster channels, Sony MIX and Sony Rox HD and hosted by RJ Salil.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories