We will focus on mythothological & crime shows: Shivaani Jaisingh, TDML
Trilogic Digital Media Limited that exclusively manages the marketing, programming, distribution and sales for ‘Sahara One’ is all set to unveil a refreshed brand identity of this popular Hindi GEC. From 23rd November 2015, Sahara One will feature a new look which will reflect the new thought and interface of the channel. With the new tagline Sahara one - Har Pal Manoranjan, it plans to reposition itself as a vivacious Hindi GEC.
The new interface designed by Kolahoi Media, contains a gamut of colours. Right from promo bugs, transition windows, sponsor windows to the tickers, each element will propagate the brand philosophy of being fresh, innovative and progressive. With the revamp, the channel will focus on its current flagship shows like Jai Jai Bajrang Bali, Masala Gupshup and others which are key TRP drivers especially within the target markets. With this new avatar, the channel will continue to give the audience a richer viewing experience through its engaging content.
Talking about this new development, Shivaani Jaisingh, COO, Trilogic Digital Media Limited says, “We have kept the packaging very classy with vibrant colours which is pretty much need of the hour to make it look fresher. At this time, we felt that it is essential to revamp, reposition and re-package our identity to cater to the needs of our core audience. The new packaging is a refreshing change that is brought about to let the brand stay connected and be in-sync with its increasing number of viewers. We do not want to restrict ourselves as only youth channel. Many mini GEC channels tried doing that. We are targeting mainly the heartland of India which is UP, Delhi and Bihar i.e. the north belt.”
Strengthening the brand promise, the channel also plans to feature premieres of movies in a special weekend segment every Sunday titled, Sunday Blockbuster. Some of the movies will include Gulaab Gang, Mausam, Delhi Belly, Bol, Kachcha Limboo, Love Breakups Zindagi and a many more. Premieres on Sunday Blockbuster kick started from November 22nd at 9pm with Gulaab Gang.
Talking about revamping the content, she adds, “This revamp doesn’t stick only to the ‘look’ aspect, but also with additional and focussed content of approximately 2.5 hours, which will be unveiled soon. The shows which we are targeting after revamp include mythology which worked well for us, and crime. The main talking point is prime crime which will be 1.5 hours of daily crime shows. We have Mastermind starting from 23rd November at 9.30 p.m. which will be one hour content followed by another crime show which will be announced soon. With regards to mythological shows, we are looking forward to reopening of our existing mythology shows like Jai Jai Bajrang Bali, Om Namoh Narayan, Ganesh Leela and also Mata Ki Chowki in afternoon band because that is the time when housewives get full control of TV remote as north areas are pretty much male dominated. Viewership is approximately 55% male and 45% female. So we have programmed crime at 9.30 p.m. slot because males consume more of such shows. With that, we are also introducing new mythological show at 9 p.m. slot. Our target audience is pretty much LC1, LC2 and rural areas i.e. real India. We have full-fledged in-house team which includes actors, writers, designers, camera, etc. for our crime shows.”
Marketing and promotion too would see a fresh push. She adds, “We have a network of 12 channels and will be promoting Sahara One across all of them. The focus is on B2B and Digital Marketing. We have also tied up with beat petrol police and will soon launch a crime app. So we are not only focussing on creating awareness about crimes, but also wish to provide solutions to reduce crime in India especially in North India because we are primarily targeting those areas.”