Gajendrra Siingh to make fiction and regional shows

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | October 23, 2008
A new logo and website have been launched for the Gajendrra Siingh owned company

The & #BANNER1 & # mastermind and producer of musical reality show, Sa Re Ga Ma, Gajendrra Siingh, after his separation from Zee, launched his production house, Saibaba Telefilms, in November 2006.

The company has now been repositioned and a new logo and website have been unveiled. Talking to afaqs!, Dheeraj Raina, head, marketing, business and strategy, Saibaba Telefilms, says, "We aim to provide life enhancing entertainment to our audiences. Thus, we are repositioning the company as a young and vibrant brand. Our new logo talks about taking India's talent to a global platform by providing a road to infinity."

Taking this initiative to the next level, the company, known for producing music reality shows, including Voice of India on STAR Plus, has announced its decision to enter regional television and fiction shows.

Dheeraj RainaAfter launching two seasons of Voice of India, the company is ready to woo regional audiences with two shows, Gaurav Maharashtracha for ETV Marathi and Sur Sangram on Mahua, the recently launched Bhojpuri channel.

Raina says, "The reality show format has not caught on so well at the regional level, so we are trying to create a benchmark there. As part of the brand diversification strategy, we have some big plans for the regional market. From a production house, we are now moving on to become a full fledged media house."

The rebranded entity will initially focus on music based reality shows, and later, move on to other formats for the regional market. The company is also looking forward to producing youth centric fiction programming and movies.

"Our fiction shows will not be regular 'saas bahu' shows, but more realistic… something which the youth can relate to, as our target audience is the youth," says Raina.

The company has also announced its foray into Bollywood with two movies. Yaari Motor Company, to be directed by Abhijeet Satam, is a story of four final year students - their friendship, aspirations and the motorcycle. The second project, Gulnar, to be directed by Siingh himself next year, will be a romantic film with an Indo-Pak backdrop.

Apart from all this, the company also has a music academy, called Sa Re Ga Ma Pa Dha Ni Sa, to provide a platform to music aspirants.

For the record, Antakshari was the first show to be produced by Saibaba Telefilms for STAR One. Apart from Voice of India I and II and Chhote Ustaad on STAR Plus, the company has also produced Chak De Bacchhe and Chak De Sheher di Kudiyan Gali de Gunde on 9X, Waar Parivaar on Sony and Junoon on NDTV Imagine.

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