ITV

Tag: Purnendu Bose

  • Sahara One to launch new weekend chat show on 15 July

    Sahara One to launch new weekend chat show on 15 July

    MUMBAI: Sahara One Television will be launching a new chat show – Mrs Punjabi – on 15 July. The half hour show will be aired on Saturdays and Sundays at 7.30 pm, just before the 8 pm movie on the channel.

    In the first episode, the show, whose anchor’s name is being kept under wraps by the channel will have Shahrukh Khan, Mallika Sherawat and Mahesh Bhatt together on Indian television for the first time.

    The show feasts on hot gossips as Mrs Punjabi unveils the secrets and buried facts about her special guests, behind the scenes of latest Bollywood blockbusters, star party circuits and much more. Touted as a light hearted show that promises to unburden your woes, the show seems more on the likes of Kandy Floss on Sony, which is being hosted by Archana Pooran Singh.

    “Humor makes friends, wins enemies and this show will make viewers unwind and laugh at issues that would otherwise end up as stressful experiences,” said Sahara One Television COO Purnendu Bose.

    Mrs. Punjabi is a typical Page 3 wannabe aunty with huge assets and flashy make up and low-necklines and an even lower IQ.

  • Eurasia Cup telecast to be split between SaharaOne, Filmy

    Eurasia Cup telecast to be split between SaharaOne, Filmy

    MUMBAI: Looks like Sahara is not about to let go the foothold it has got into the India cricket telecast game. After having aired the recently concluded series between India and England, SaharaOne has now acquired the rights for the next five years to a new offshore cricket event — the EurAsia Cricket series.

    The first edition of the event will be held in the Gulf Emirate of Abu Dhabi from 22 April to 5 May 2006 and is the result of an alliance between the Jawaharlal Nehru Sports Trust and the Abu Dhabi Cricket Council.

    SaharaOne CEO Shantonu Aditya says, “We are delighted to partner with Creative Eye (from whom Sahara got the rights) in promoting the EurAsia Cricket Series 2006.” Creative Eye had earlier acquired the rights for this VK Sports Management Group.

    BSNL is Sahara’s title sponsor for the event which will feature the A teams of India, Pakistan and Sri Lanka. Making up the numbers for this six-nation event are cricket “minnows” Holland, Ireland and UAE. The teams are divided into two groups. Sahara will simulcast the 14 day-night ODIs on SaharaOne and and recently launched movie channel Filmy. SaharaOne though will take a break between 8:30-10:30 pm to protect its prime time shows while Filmy will air the matches uninterrupted.

    The big question of course is what benefits Sahara expects to get out of a series at a time of serious cricket overload what with the national team literally ending one series and getting into another with barely a break in between. More so since Aditya confirmed that Sahara had no plans to launch a sports channel in the near future.

    According to Sahara One Television COO Purnendu Bose, the Subrato Roy-promoted network sees three clear opportunities that it would be exploiting from this property, for which it holds the global satellite rights as well as in stadia rights.

    First of course is the composition of the Indian team, captained by Venugopala Rao, which includes the latest star in the making and opener Robin Uthappa, pacemen RP Singh and VRV Singh, leg-spinner Piyush Chawla, all-rounder Reetinder Singh Sodhi, and wicketkeeper batsman Dinesh Kaarthick, all of whom have played for India. Opener Vidyut Sivaramakrishnan and middle-order batsman S. Badrinath also find a place.

    The team composition allows for Sahara’s marketing pitch for this series, which is that the network will be showcasing “today’s heroes” or the “Young Tigers” who will have a significant role to play in the Indian cricket scheme of things with the mantra being so much on youth. According to Bose, this event going forward had the potential to become a major property in itself.

    Explaining the programming strategy, Bose states that the event will “get me additional ratings during my graveyard shift (2:30 pm to 7:30 pm)”. The telecast on SaharaOne, in much the same way as national broadcaster Doordarshan does with its main channel DD1 when it telecasts India cricket, will pull away from cricket at 7:30 pm and hook back in at 10:30 pm to get in the “final hour of action”.

    Thirdly, says Bose, “whatever additional sampling that happens because of the cricket is good for the channel.”

    One wonders though that with the Rahul Dravid and the gang playing so much cricket whether there will be any interest left in watching an India A team. No matter how good India A is, the coverage devoted to it in the press indicates that there is a huge question mark over just how much interest the average cricket watcher will have in it.

    Having said that, cricket that does not feature the main eleven has generally been given step motherly treatment in this country. So it is encouraging to see SaharaOne at least try and push the cause of the sport beyond just the main eleven.

  • Sahara One Television changes logo, on-air identity

    Sahara One Television changes logo, on-air identity

    MUMBAI: They’ve done it yet again! Sahara One Television has once again changed its on-air channel identity and logo.

    In order to reflect the dreams and aspirations of the new age Indian woman, the channel will don a new logo from 28 March. Inspired from the blooms of a lotus, the colours and form speak for themselves.

    Sahara One Television’s prime time programming revolves around contemporary Indian women minus the saas-bahu sagas in shows like Woh Rehne Waali Mehlon Ki, Haare Kaanch Ki Choodiyan and Kituu Sabb Jantii Hai.

    The channel had last changed its logo in October 2004.

    Sahara One Television’s various phases of transition
    Sahara One Television’s new logo retains the company’s distinctive saffron and green stripes next to the company name Sahara.

    The Singapore based Bruce Dunlop Associates has designed the new on-air look for the channel, with Bollywood music director Shantanu Moitra designing the sound for the new packaging.

    “The new logo is designed by Yellow Frog a design outfit of Percept H, part of Percept Holdings Company and gives Sahara One Television the crucial singular visual identity along with colour palettes that give continuity and a never-ending promise. Though the new logo is soft in appeal, it has an inner strength that is exuded via the bloom and the colours. It is interesting to notice that the form that is created for O is inspired from a lotus petal,” said Sahara One Television COO Purnendu Bose.

    Speaking on the reason behind changing the logo, Bose said, “The old logo with the diamonds around it was too restrictive and was not flexible. It wasn’t a reflection of the true Indian woman and we wanted a logo that reflected our target audience.”
    The channel has also launched an advertising campaing with the protagonists of its prime time shows. The taglines of these campanigs are — ‘Pati Parmeshwar ka time khatam’ and ‘Kit-pit saas ka time khatam.’

    “The campaing hits the current stereotype saas-bahu sagas head-on, which have been running on Indian television for the last two years. It reflects our programming strategy that focuses on women of today,” added Bose.

    What’s more… since the channel’s key focus audience are women, it has launched a contest exclusively targeted at women viewers called ‘Naya Rang-Cricketers Ke Sang.’

    The contest began on 27 March and will run till 8 April. Under the contest one question will be asked between 8 – 10 pm everyday. The viewers have to send their replies by SMS to 9090 or call 1904-424-9090 by 12 noon next day to leave their answers.

    The winners stand a chance to win a fully paid trip for the for the last five matches One-Day Internationals to be held from 3 – 15 April with Indian cricketers on a chartered plane.

    The winners of Naya Rang-Cricketers Ke Sang contest will be announced on the channel six days prior each match. The winners not only gets to travel, dine and wine with these cricketers but shall also have the privilege to watch the match in exclusive seats.

  • ‘Our primetime viewership has increased 78%, revenues by 400%’ : Purnendu Bose – Sahara One Television COO

    ‘Our primetime viewership has increased 78%, revenues by 400%’ : Purnendu Bose – Sahara One Television COO

    After joining Sahara One Television in April last year as COO, Purnendu Bose has been able to steer the channel through a period of growth and turnaround. Bose has been responsible for Sahara One Television’s new fresh look and content.

     

    Bose was also a part of the team that launched Radio City, Star News and Hungama TV.

     

    Under his leadership, Sahara One has seen an almost 400% jump in revenues and a 78 per cent rise in primetime viewership. In this interview with Indiantelevision.com’s Hetal Adesara, Bose speaks about cricket, the new shows lined up on the channel and more…

     

    Excerpts:

    Let’s start with the current hot topic of cricket. What do you expect cricket to do for the channel?

    With cricket we found a lot of synergy. First of all, rival channels do not carry our ads and the second thing is that housewives don’t read newspapers. And cricket is religion in our country. With cricket we hope to increase the sampling of the channel and it has all the ingredients — drama, excitement, highs and low — that we aim to offer viewers with our soaps.

     

    Apart from this, post cricket, our viewership in prime time has gone up by 78 per cent.

    How much has the switch of Sahara One signal to Filmy impacted the connectivity of the channel considering the fact Filmy has just launched?

    There is no loss of connectivity post the switching of signals. We have encrypted our channel and in fact we have almost 99 per cent connectivity in Tam towns. Earlier it was 94 per cent. We just had 48 hours to do the needful and the team did a fantastic job of ensuring availability of the channel across the country.

    Since you have encrypted your channel, are there any plans of going pay?

    Going pay is very much on our agenda but not immediately. Maybe in the next six – seven months, we will go pay.

    Your afternoon band has completely gone off with cricket coming in. Doesn’t that bother you since after cricket gets over, it will have to be brought back and viewers may not come back?

    Our afternoon band comprised repeats of our primetime shows – Woh Rehne Waali Mehlon Ki, Hare Kaanch Ki Choodiyan and Kituu Sabb Jantii Hai. We did not have an afternoon band where we showed other new soaps. Now with cricket on, our loyal viewers are watching those shows on primetime. When cricket does get over in April, we are sure that they will come back to our channel in the afternoon.

    How is cricket being used to build other properties of the channel? One of the things one would expect would be to make a big noise around a new or existing property during this time?

    We already have our key leading ladies from our primetime shows in an ad campaign around cricket. That is being aired on our channels (Sahara One and Filmy) and we also have online ads on the same theme. Apart from that, we keep promoting these shows during the match ad breaks.

     

    As far as launching new shows is concerned, we do have a few in the pipeline, which will go on air in April – May. These are fiction shows and are tentatively titled Sati and Kya Socha. Sati is most likely to replace Buniyaad when it ends its run in May.

    How would you define 2005 for Sahara One in terms of the programming and marketing initiatives taken? How much has the channel grown in the last one year in terms of viewership and revenues?

    Last year has been good for us in terms of programming. We had success with our shows like Woh Rehne Waali Mehlon Ki, Hare Kaanch Ki Choodiyan, Kituu Sabb Jantii Hai and Kohinoor. Buniyaad is also doing well on the channel. As I already mentioned, our primetime viewership has increased by 78 per cent. On the other hand, our revenues have increased by 400 per cent. We have more than 260 advertisers on board. Clients are also seeing value in our programming and hence are advertising more with us.

     

    Recently we have divided our programming into two blocks and moved away from classifying shows as fiction and non-fiction. The first time band we will focus on will be the 7 pm – 9 pm one and the second will be from 9 pm – 11 pm.

     

    These two time bands will be overseen by two programming heads. Naina Toor Singh will be looking after the 7 – 9 pm band and for the time being, I will be looking after the 9 – 11 pm band — until we find a replacement for Kumud (Chowdhary).

    What was the reason behind bringing about this change?

    It’s quite simple. Viewers don’t classify shows as fiction or nonfiction They focus more on the timings of the shows that they want to watch or are interested in. Our aim will be to look at programming from the viewers’ eyes.

     

    Hence we will be looking at strengthening programming in these time slots. That’s where our new shows will also come in a couple of months.

    Apart from ‘Sati’ and ‘Kya Socha’, another property will be the game show ‘Mission Ek Crore’ with Sanjay Dutt as host. When is it likely to launch and how is the production progressing?

    We will launch Mission Ek Crore some time around the end of April or beginning May. The initial plan was to launch it before the end of this fiscal year. But we have stalled it. One of the main reasons behind this is that we first want to build our programming lineup in the 9 to 11 pm time band.

     

    Currently we have Woh Rehne Waali Mehlon Ki, Kittu Sabb Jaanti Hai and re-runs of Virasaat and Kadam in this time band. We will be introducing new shows and once that is done, we will launch Mission Ek Crore.

    After the launch of Filmy, how much importance will the movie band on Sahara One hold? Will the premiers be on Filmy now? Would you take off movies from Sahara One and place shows in the weekend or will movies remain a part of the weekend lineup?

    Movies are an integral part of our weekend lineup and they will continue to remain so. We have introduced the concept of multiple premiers wherein the movie will be premiered on Sahara One at 12.30 pm and on Filmy at 3.30 pm and then again on Sahara One at 7.30 pm. So we will be airing the movie premier three times in a day. It’s on the model of a film airing in a theater at different time slots. The idea is that maximum number of people can watch it at whatever time is suitable for them.

    In the GEC space where would you rate Sahara One and why?

    Let the viewers say the same. Recently we did a survey with 2000 general entertainment TV viewers across five cities. And they personified Sahara One Television as the Abhishek Bachchan of Indian television – a star with the potential of becoming a super star. That’s how viewers rate us. And this is a strong endorsement and a matter of satisfaction for us.

    What has contributed to the growth at Sahara One in the last one year?

    It’s not one big thing that matters, but doing thousands of small things behind ever big decision, separates the winners from the others. It is a team effort that has resulted in the change we see on the channel.

     

    I’ll attribute this to the programming, on-air promos, off air marketing, sales and distribution of the channel. The program strategy of women are real on Sahara One, we have consciously stayed away from stereotypical programs and portrayed the real women that we see all around us.

     

    The on-air promos strategy has been cutting edge to the brief with simple and crisp messages communicating the channel differentiator. Marketing has burnt the mid night oil to evolve below the line strategies / activities to increase sampling and using mass media to reinstate the differentiator and driving traffic to the channel.

     

    Sales backed it up with exceptional revenue growth, through innovation thus creating value for money for advertisers leading to over 260 brands advertising with the channel resulting in a 425 per cent growth, in last six months over the first six months of this fiscal. Distribution ensured that we are available in over 96 per cent of 60 million cable viewing homes. All being a team effort.

    Despite the fact that individual shows are doing well on the channel, why does it not reflect in the ratings?

    We have seen an improvement in ratings over the last few months. But the reason why ratings of shows that are doing well are not reflected remains a mystery to us.

    Sahara One was due to launch in the UK before the end of this fiscal. Has that happened as yet?

    No, we have not yet launched in the UK. We want to ensure that we launch in this market with the best partner in order to ensure the maximum reach of the channel from the very beginning. We are in active talks with leading potential distributors which we would close shortly. We will be looking at launching Sahara One there in early 2007, not before that.

    How is the channel faring in the US?

    We have got a good response from our viewers in the US. We get letters from all over the States. In the first six months, we have close to 70,000 subscribers there.
  • Sahara One programming head Kumud Chowdhary quits

    Sahara One programming head Kumud Chowdhary quits

    MUMBAI: Sahara One Television programming head (fiction) Kumud Chowdhary has put in her papers. Chowdhary joined Sahara One in January 2004 from Star, where she was commissioning editor.

    Confirming the development to Indiantelevision.com, Sahara One Television COO Purnendu Bose said, “Yes, Kumud has put in her papers today. She has done a terrific job here for the last two years and is moving on to pursue her personal aspirations. We wish her all the best.”

    Chowdhary said that she was moving to pursue other things. When queried as to what her next destination was, she remained noncommittal, saying it was too soon to talk about it and “nothing was final as yet.”

    In her tenure at Sahara One Television as programming head, Chowdhary was instrumental in bringing on board shows like Woh Rehne Waali Mehlon Ki, Hare Kaanch Ki Choodiyan, Kituu Sabb Jantii Hai, Kohinoor and Saath Rahega Always. “These shows have brought a lot of credibility to the channel and has brought Sahara One in synch with the other players in the industry,” Chowdhary said.

    Chowdhary had joined Sahara One when post the restructuring of Sahara’s media and entertainment business under a joint venture management company with Percept, Sahara Media and Entertainment vice president programming Triptii Sharma put in her papers in late 2003. Chowdhary was brought in to step into Sharma’s shoes.