MUMBAI: Hindi GEC channel Sahara One aims to strengthen its position in the ratings race armed with niche content and new packaging. Rebranded under the tagline ‘ Har Pal Manoranjan ‘, the channel is looking at mythology and crime as its USP. The channels new brand identity new brand statement statement and look will be kick started with a new crime show Masterminds, from 23 November onwards.
“When Trilogic Digital went into a Bulk Airtime Purchase and Distribution Agreement (BAPADA) agreement with Sahara One in April 2014, the channel didn’t have a distinct USP or what it stood for. Post which, we did an extensive research on what works for our target audience and who are watching us, and realised that we clearly needed a brand statement for the channel to be communicated to our viewers, and therefore the rebranding ensued,” informed Trilogic Digital Media Limited (TDML), COO, Shivani Jaisingh, giving a premise for the rebranding.
When it comes to the packaging, Sahara One has kept its design classy, while using bright colours that bring our a connect with its Indianness. Designed by Kolahoi Media, the trademark logo has a new look with a gamut of colours and the name of the channel in a new font. The multi-colour interface is a key component of the channel which personifies its identity and vibrancy. Right from promo bugs, transition windows, sponsor windows to the tickers, each element will propagate the brand philosophy of being fresh, innovative and progressive. Har Pal Manoranjan signifies the new brand promise of providing colossal entertainment.
Explaining the new content strategy for the channel, Jaisingh said, “We are taking a distinct position on mythology and crime related shows and won’t be catering to all genres. Given that mythology, and crime especially, are working for our target group, we plan to dedicate a prime time band to the genre calling it ‘Prime Crime’, with two new shows launches. Apart from this we will also launch a new show Behula based on Bengali mythology sometime soon.”
The two new shows that Sahara One will be launching under its new ‘Prime Crime’ band, Sahara One are– CBI Files and the above mentioned Mastermind. Behula will air in the afternoon band, Both CBI and Behula will hit the television airwaves in December. TDML, being a content producer itself, is responsible for the creative content for the shows from its newly set up production office in Noida.
The decision to rebrand and offer niche content also came in the wake of the BARC India ratings inclusive of rural data, indicating that this the perfect time for the channel to rebrand and reach out to the LC1 and LC2 market. “BARC’s rural data has given us a wakeup call and changed our lives. Hence the timing for the rebranding is absolutely right for us as our viewers is pretty much the same demographic and consuming our content for quite a long time. Our rebranding is targeted at them,” informed Jaisingh.
Jaisingh delves deeper into the question of the channel’s target audience to explain how BARC ratings have prompted them to take the call for the revamp. “As per our research, most of our viewership comes from MP, UP, Bihar, Haryana, with some presence in Delhi. It's basically the Hindi Speaking Market and North. These areas are pretty much single TV homes where the remote gets passed around, and prime time is male dominated. Therefore we see the crime shows working well for that demography. We have kept to mythology and some repeats when women are watching,” Jaisingh elaborates.
She further added, “We have made heavy investments in both distribution and programming. And thanks to BARC we have seen a sea change in the hierarchy in channel rankings. We plan to capitalise on that and enter the race with full gusto.”
The timing also makes sense in terms of digitization that is in progress. Jaisingh informed indiantelevision.com that TDML is ready to reap the fruits of digitisation and is awaiting the completion of DAS Phase IV. In fact, a part of the revamping also sgetting more cable operators and MSOs on board.
Under the BAPADA agreement, TDML is to invest in Sahara One in terms of distribution, marketing and programming content for the channel which allows it to collect the revenue the channel makes from advertisements and subscription as well. The rebranding and the launch of the new shows are big advantages for TDML.
“For existing viewers, we are using promos to inform them of the rebranding. When it comes to marketing, we are concentrating mainly on the digital platform, as that's where we need to have a presence that was missing for a very long time. We are concentrating on bringing new and younger viewers on board with that,” Jaisingh highlights their current marketing strategy. “Brand to brand approach is what TDML is going for,” Jaisingh adds.
Right from production, execution to marketing, the channel is spending big money on rebranding itself. In fact, according a source close to the development, approximately Rs 5 crore will be burnt towards marketing, for the rebranding as well as the three new shows that are to launch.
Considering the investment amount, a hike in advertising revenue seems logical. “We are keeping our fingers crossed but we expect a 30 per cent increase in our advertising revenue. In terms of subscription and international distribution, we have some interesting plans that we will announce soon,” Jaisingh concludes.
