Sahara One’s Firangi set for grand opening

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Adding to the flood of general entertainment channels (GECs) is the latest offering by Sahara One. It will enter GEC and world television category with its new channel Firangi.

Trying to ensure a successful launch pad in an already cluttered television space, the channel is looking at an overall marketing spend of Rs 20 crore with television being the primary medium for advertising, followed by outdoor, print and radio.

According to Rajeev Chakrabarti, business head, Firangi, “We have spent around 40% of our ad spending on television, 20% on out of home, 15% on print, around 10% on radio and the others for balance.” Slated to go on air on February 25, the channel is aimed predominantly for the adult viewers in the age group of 20-45, both males and females in the SEC A and B category.

The channel is planning to showcase television programming from around the world dubbed in Hindi. The content for the channel will be sourced from across the globe in the form of sitcoms, short stories, adventure series, novelas as well as world cinema.

The main focus of programming will be on following a crisp format for most of its shows with stories that will not last for more than six to eight months.

Chakrabarti explains, “The insight that we worked on is that the Indian television viewers are tired of the current fare of long drawn never-ending serials and convoluting story lines. They are looking for a change both in terms of content and how it is presented to them. Our campaign takes this as a reference point and gives our viewers a compelling reason to look forward to something new. We strongly believe that this differentiator will help us stand out in the clutter as we are creating a new category ‘World Television in Hindi’ which Indian audience have never