GECs
Sahara may get into ground distribution
NEW DELHI: The Subrata Roy-promoted Sahara India is “actively exploring” a foray into ground distribution of television channels.
This is because the channel is facing competition from the likes of Star India and Zee Telefilms – which is seen as a hindrance to Sahara’s entertainment and news channels being positioned on the prime band.
“Personally, I feel we should get into distribution, but I haven’t yet spoken to the chairman of the group (Subrata Roy) officially,” Sushanto Roy, the newly appointed CEO of Sahara India’s media and entertainment division told indiantelevision.com in an interview today.
Incidentally, Sushanto is the eldest son Subrata.
As part of a bigger strategy, the group is also exploring whether it makes business sense to get into film distribution, considering that nearly 15-20 films commissioned by Sahara, are in various stages of production. Some of the films have reportedly roped in some big film stars.
“If we do get into this distribution work, then we’d like to have a composite unit that may look into distribution of TV channels at the ground level, as also films made by us and others,” Sushanto said.
As a precursor, Sahara India would be co-distributing and co-managing the pre-release publicity for Feroze Khan’s latest directorial product, Janesheen, which has Fardeen Khan in the lead role and a former Miss India, Celina Jaitley, providing the eye candy.
According to Sushanto, Star (through its 26 per cent stake in Hathway Datacom) and Zee almost controls the entire ground distribution of TV channels between them. As a result, other channels like Sahara often find it difficult to get the desired penetration despite good content.
Pointing out that Sahara is ‘studying’ the ground realities of distribution at the moment, Sushanto said, “We feel there are still 20-25 per cent independent cable operators in the industry whom we can rally around with us.”
Without saying so in as many words, Sushanto pointed out that in many places both Siti Cable (Zee Tele’s cable arm) and Hathway Datacom have kept Sahara Manoranjan and even the national news channel out of the prime band. Especially, at times when the entertainment channel has had audience-pulling compelling programme on air.
He added, “It’s difficult to keep the cable operators (under control), but we may just go ahead and do it as we are seeing that our entertainment channel, especially, is facing difficulties of penetration and subsequent additional viewership that could come our way because of some compelling products that we have on air.”
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
