Sahara One hopes to strike back after a long lull. Armed with a new logo, packaging and a bunch of new programmes, it promises to present a refurbished offering.
The channel plans to launch six to seven new shows by the year end, beginning with two this month - Bitto and Shorr. While Bitto is based in rural UP and deals with the practice of social discrimination, Shorr is a story about a mute girl and the hardships in her life. The last new launch by Sahara One was Ganesh Leela in October 2009.
In the first phase of infusing fresh programming, Sahara One will focus on shows with mass appeal targeted at the rural hinterland. "The expanse of real masses of India lies in the hinterlands and not only in the advanced metros. More than 65 per cent of the viewership comes from the bottom of the pyramid. Moreover, Sahara One has always catered to the masses and has a better understanding of these audiences. Regional will be our priority," Kaul says.
Sahara One commands a relative channel share of 2 per cent, as per TAM (C&S, 4+, HSM). Its existing shows include Ganesh Leela, Woh Rehne Wali Mehlon Ki, Mata Ki Chowki and Kesariya Balam Aavo Hamare Des. The average TVR garnered by these shows is 0.4 (TAM, Week 19).