Sahara One is changing with the changing times: Avinash Kaul

"Its 10 years since we started and from one channel to 500 channels we have seen it all and our focus is now Bharat using the socio mix. If other channels want to flirt around with the content and their shows surely they can but we would stick to our rural base," he adds further.

Sahara is entering the regional market with its new shows and will be using 360 degree marketing stunt and also a whole new website will be developed to promote their new shows.

From the new channel packaging to the renewed initiatives in programming, Sahara One is promising its viewers a fresh and new exposure that suits their changing tastes with time. This sets in motion with the unveiling of its two riveting new shows "Bitto' and "Shorr'. "Bitto' will hit the television screens from May 17th, Monday ' Friday at 8.30 pm, and "Shorr' will be aired soon.

Announcing the new look-and-feel of Sahara One and the two new shows, Kaul, says , "The expanse of real masses of India lies in the hinterlands and not only in its advanced metros. These masses form a huge chunk of consumers that are essential for the success of any brand in India. It is this viewer base that Sahara One largely focuses on and draws its strength and inspiration from time to time."

The refurbished channel packaging reflects the shimmer of gold across, with elements that signify the rich Indian tradition. The tagline designed for the new packaging, "Nayi Kahaniyaan, Nayi Saheliyaan, Naya SaharaOne' signifies that the channel is viewer centric and caters to their ever changing preferences while remaining rooted in traditions.

Mushtaq Shiekh, Creative Director, Sahara One, says, "In keeping with the times and the tastes of our audiences, we have taken some brand new initiatives in programming and the results will be unveiled for all to see. Indeed, the packaging is the harbinger of these launches. Our audiences would have witnessed a host of visual and aural changes to the packaging and promotion of our shows. In keeping with our core programming sensibilities however, these changes will remain true to the spirit of channel. New teams have been put in place to make sure that they are quickly up to speed and the teams have been handpicked from the best of broadcast companies. There is a huge thrust in distribution area with a dedicated team to monetize the subscription incomes and at the same time make sure that they are available across all cable head ends in good bands. A synchronized effort across all functions of the broadcast business is being executed and we are very excited with the challenges in front of us."

SaharaOne is all set to unleash high decibel marketing campaigns to support all its new programme launches. There is a huge thrust on online presence with a brand new website, distribution in international markets apart from the traditional UK, USA markets and syndication popular content in India and across the world.