Will Eternal Dreams help Tara to stay afloat?

Ratikant Basu’s beleaguered Broadcast Worldwide (BWW) – which runs the Tara bouquet of regional channels – has roped in Eternal Dreams, a channel operations and marketing agency, to generate ad sales for its ailing Tara Marathi channel.

BWW has signed a three month contract with Eternal Dreams on an assurance that the agency will generate ad sales of Rs 1000,000 per month for the channel. Tara Marathi, which currently has only 20 per cent of original programming per day, has introduced some new shows in an effort to revive the channel. Ambitious plans to revamp the channel have been aborted for the time being due to an acute shortage of funds. Industry sources say that Prachar Advertising was earlier funding Eternal Dreams, but has since backed out.

While the company has gone in for a revamp of Tara Punjabi, Tara Marathi’s plans to beef up its news programming and bring in a strategic investor seem to have been put on hold.