Our Bureau

Mumbai, Jan. 25

SAHARA One Media and Entertainment has launched a Hindi film channel, Filmy, which is going to go on air on February 12.

Addressing a press conference, Mr Shantanu Aditya, CEO, Sahara One Media Entertainment, said that Filmy was yet another initiative of the company to broaden its strong base in the entertainment business. "We aim to put Sahara One's leadership position in the motion pictures business, its strong library of movies and our strengths in the GEC (general entertainment channel) television arena to best use for Filmy."

The channel, according to Mr Ashutosh, Business Head, Filmy, would be completely `

filmi

' in spirit, and would not only air films but would also come up with a gamut of film-based shows. "Filmy is a unique entertainment channel with a focus on Hindi movies. It will have strong original programming in innovative formats to complement the movie content. The channel will have a mix of narrative and humorous programming, which is a key USP of the movies and movie-related shows offered by the channel."

The film-based programmes include shows such as

Aaj Ki Filmy Khabar

, a film news programme,

Personal se sawal karti hai

, and

200% Filmy

. "Therefore, Filmy will not be just a film channel, but also a GE channel due to its innovative programming," said Mr Ashutosh.

To mark the launch of the channel, the company has also kicked off an on-ground promotion titled `Filmy Yatra', which will see Filmy floats travel across the country. The channel is launching its on-air advertising and marketing initiatives from January 26.

(This article was published in the Business Line print edition dated January 26, 2006)
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