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Revamped avatar of Marathi channel, Saam to hit TV screens

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 24, 2010
The channel has brought in new morning and primetime slots, along with upgraded infrastructure and a new logo

Saam, the Marathi channel from the Sakal Group, has emerged with a new look and fresh content, to attract eyeballs among the Marathi speaking audience. The channel has also upgraded its infrastructure, compiling resources and adopting the latest technology to beat the competition.

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Uday Jadhav, chief operating officer, Sakal Media Group talks about the revamped channel. "We have presented the fresh morning and the primetime slots to attract a major chunk of audience. We have introduced a two-hour slot called Saptarang in the morning, which includes programming based on songs, visit to different places and temples and also a fitness show. We have kept the three-hour afternoon slot especially for women. The primetime slot has become appealing with three new serials and two reality shows on-board."

The 18-month-old channel has tried to penetrate cable distribution in a couple of cities. Saam is currently available through two major DTH service providers -- Dish TV and Videocon; it will also be available on Tata Sky, Airtel and Reliance in the near future.

The marketing of the new Saam has been planned through print, television and below the line activities. The channel's priority is to target audience in cities such as Mumbai, Pune, Nagpur, Aurangabad and Kolhapur.

"The logo of the channel has been modified to reflect various colours, moods and ideas of life. The fresh look of the channel offers a great vigour to experience in terms of entertainment. The channel believes in the concept of integration and convergence," specifies Bhausaheb Patil, director - technology, Saam.

The biggest draw for the channel has been Ajay-Atul's music show, recently held in Pune. The channel also plans to acquire events such as Antarnaad, Shankar-Ehsaan-Loy Live in Concert, Urja and the launch of Maharashtra Premier League.

The website of Saam, which will stream live programming in parts, will be inaugurated next week.