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Ajita Shashidhar

Mumbai , Nov. 23

SAHARA One is looking to cash in on its Sunday noon World Premier blockbuster slot to enlarge the channel's viewership base.

Speaking to Business Line, Mr Purnendu Bose, Chief Operating Officer, Sahara One, said, "Movies help to get new viewers sample our channel, therefore, we are trying to air the latest blockbusters to widen our viewership base, especially that of the younger generation." Some of the recent releases that have gone on air are Page 3 and Pyaar Mein Twist, and the upcoming ones are Yahan and Sarkar.

Mr Bose said that the channel's core focus would be to woo the younger generation and therefore, its programming strategy would be in those lines. "Instead of concentrating on saas-bahu kitchen politics in our prime-time shows, we are looking at contemporary Indian women, with programmes such as Kittuu, Kohinoor and Hare Kaanch Ki Choodiyan. These shows portray women who compete with men, shoulder to shoulder."

Mr Bose claimed that with this new focus, the channel's share in GRP terms has grown by almost 30 per cent. He said that since the growth has been encouraging, the channel is now planning to expand its weekday prime-time slot to Friday.

Similarly, its weekend offering, World Premier, which used to earlier be aired either on Friday or Saturday evenings, would now be aired on Sunday noon. "We decided on Sunday afternoon, as research showed that most families prefer to watch a movie together on Sunday afternoons, and like to go for an outing in the evenings.

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