Indiantelevision.com Team

(7 November 2007 3:00 pm)

MUMBAI: Sahara One's world television channel Firangi has appointed Starcom MediaVest Group as strategic consultant and media planning agency on record (AOR).

Slated to be launched shortly, Firangi will broadcast international content from all over the world, dubbed in Hindi. The channel's creative account is being handled by Percept H.

Firangi business head Rajeev Chakrabarti, "I have worked with Starcom before and I know their strengths. They understand the passion behind this project and will fuel it further to achieve the goal. With their patented tools, I expect them to dissect the audience set and be able to mine insights on the relevant audiences."

Starcom Mediavest Group MD India, West and South Manish Porwal said, "We are delighted to be working with Firangi and be a part of their ambitions and fuel their growth in the days to come. The channel is unique in terms of its content and it will be a challenge for us to work with them. This assignment is a really exciting one for us as it gives us an opportunity to maximize the utilization of our state of the art TV planning suite 'Tardiis'."

Tardiis not only makes it possible to target the right audiences in a cost efficient manner, but it also helps to understand the viewing habits and plan on certain segments within the audience. For example, men who watch dubbed programming. It will help in devising the FPC, promo strategy in a scientific way.

Added Porwal, "It will be an exciting assignment for us as this channel will be launched at a time when a host of other new channels will be testing the ability to attract viewers. In the world of fractured attention, we are happy that Tardiis, our TV planning suite, will for the first time in India, be used as a mirror image of what it currently is used for. We will help not only craft the strategy to attract and retain audiences but also help Firangi to be able to attract right advertisers."