GECs
New Sahara Samay regional channels in May, July
MUMBAI: Buoyed by the enthusiastic initial response to its news channels, Sahara intends to adopt a novel strategy of pulling in day time viewers with interesting news features attractive to the housewife.
According to Sahara Media and Entertainment head Sumit Roy, Sahara Samay (which has dropped the name Sahara from its logo after initial reports that the logo looked huge, but plans to revert to the old one), will outsource shows to Miditech, Karan Thapar, Vinod Duas company. Even Bihar heavyweight Laloo Prasad Yadav will anchor a show to bring in the additional viewers during non prime time.
With two of its channels launched, the month of May 2003 should see the launch of the Bihar and NCR channels while Mumbai, Rajasthan and Madhya Pradesh channels will launch by July.
“The strategy that has been employed in the first regional channel (Uttar Pradesh) of using common people to air their voices rather than experts, politicians and columnists, will be slowly deployed among the other channels too,” says Roy.
“Ten ad brands are already on board,” says a relaxed, optimistic Roy, just containing himself from expounding on initial reports that have given Sahara Samay a better report than competitors.
“The soon-to-be-launched periodicals across the country will only enhance the Sahara brand and make it a complete media experience,” Roy says.
Distribution wise, the channel is now making efforts to improve connectivity and push itself up the prime band, though Roy would rather stress on quality of content to promote and sell the channel. “In Mumbai, we are already there in more than 80 per cent households. Barring a few pockets, distribution is not a problem,” Roy says.
Well, there is a lot of hard work yet to be done to face cut-throat competition in the news channel segment.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
