and Entertainment is in expansion mode especially after the Times of India Group acquired a 6 per cent stake in the company. The company, which launched its Hindi film channel, Filmy, a few weeks ago, recently announced its plans to launch a Hindi music channel soon.
As is evident from the official communiqué released by the company, the new music channel doesn't seem to be any different from the other Hindi music channels. It plans to have regular programmes, featuring both Hindi film and non-film music, besides music events and original programming.
Shantonu Aditya, CEO, SaharaOne, is banking on Sahara Motion Pictures, which produces Hindi movies, for the content of the new channel. He is hopeful that the music channel will be critical in promoting all SaharaOne productions.
Aditya says, "There is tremendous scope for music channels as a genre for mass acceptance and popularity."
The name and date of launch of the Hindi music channel will be announced soon. "The new channel will draw upon SaharaOne's strengths and experience in the general entertainment and movies sections of its television business," says Aditya.
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