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/2017/03/27/punit-goenka%20%281%29.jpg?itok=9SbmVluE
Zee Entertainment certified 'Great Place to Work'

Leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL), today announced that it has achieved the certification as a Great Place to Work® by the Great Place to Work® Institute, India. The Great Place to Work framework assesses an organization on employee perception through...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/GRB.jpg?itok=_RkATcem
GRB brings crime, paranormal programmes to Eastern Europe

MUMBAI: GRB Entertainment has sold a slate of unscripted programmes in Eastern Europe spanning genres including real-life crime, natural disaster and paranormal. Hungary’s Origo Media Group picked up 3 seasons and specials of the long-running, real-life hospital drama series, Untold Stories of the...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/inside.jpg?itok=DX3AXtIB
Sony Pictures Network builds team for kids channel, appoints two execs

MUMBAI: Celebration at Sony Pictures Network India (SPNI) seems to be continuing. The network recently launched its factual entertainment channel Sony BBC Earth with BBC Earth. Now, the network is gearing up to launch another channel, Sony kids channel. The channel is slated for an April launch....

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/27/Oscar.jpg?itok=wY1KKlcJ
Oscar-winning 'Danish Girl' unsuitable for TV despite theatrical release, Sony expresses regret

NEW DELHI / MUMBAI: The Oscar-winning Hollywood film The Danish Girl, which had been released in theatres in the country in January 2016 with an ‘Adults only’ certificate and no cut, has been denied its television premiere in India on Sony Le PLEX HD channel. A Central Bureau of Film Certification...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/BARC_1%20%281%29.jpg?itok=4rZPuncb
Star Plus & Sony Pal continue to dominate GEC market

In week 11 of Broadcast Audience Research Council (BARC) India data, Star Plus continued to led both the market Urban and (U+R). Sony Pal maintained its leadership position.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/SWAMI.jpg?itok=RVOfsNYz
Depute law officer to probe NDTV tax case, Swamy urges FM

Rajya Sabha MP Subramanian Swamy has recommended through his Twitter handle that the finance ministry should field a Law Officer with the integrity to challenge NDTV's income tax case of Rs.525 cr failing which it would have to face protest by him (Swamy.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Shots-Fired%20%281%29_0.jpg?itok=Mdip66Cr
'Shots Fired' starring Hunt to debut on Star World Premiere HD

Star World Premiere HD turns up the drama this month with the gripping limited TV series ‘ Shots Fired’ that will exclusively air on the channel every Saturday, 10pm starting 25 March.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/master%20%281%29.jpg?itok=G0-nG5vY
Barbie reaffirms ‘You can be anything’ with MasterChef on Star World

Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/ndtv%20%281%29.jpg?itok=_sClALIX
NDTV back with 'Get The Look' with Ambika Anand

One of India’s premier lifestyle channel, NDTV Good Times, is back with its fashion makeover series ‘Get The Look’ with Ambika Anand. The longest running fashion makeover show on Indian television is donning a whole new avatar this season, as it celebrates Cutting Edge Indian Style by exploring...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories