|
Sanskaar,
all set to promote Indian values
Unlike
the usual serials which you see on other
channels, these will be on saints like Tukaram. We will also
have
serials revolving around Sikhism and Jainism. Sanskaar is
open to all religions
In a country where mythological serials rake in huge profits
on television, an entire channel replete with bhajans, kirtans
and religious discourses was an idea that was waiting to be
tapped. Sanskaar, the 24-hour Hindi channel which is fast
gaining popularity across the country, seems to be succeeding
in feeding this perennial demand for things holy.
Promoted by Kishore Mohata, a supplier of post-production
equipment and Leeladhar Maheshwari, a chartered accountant,
this 24-hour, digital free-to-air channel began its test run
in June. Although it is yet to be officially launched, the
channel already claims to have a large number of viewers devoted
to it in 68 cities across the country, most of them being
in the cow-belt.
The channel wants to carve a niche for itself by focussing
on the roots of the Indian family, according to its CEO, Wilfred
Lobo. "Already, there is so much of entertainment on
other channels. There are so many music channels too and all
of them are fighting for TRPs, ad revenues. We did not want
to get into this race for TRPs," says Lobo.
If the response to the channel in the interiors is any indication,
the channel does not really need to push for TRPs. For there
are homes where the channel is switched on early in the morning
for pavitra vatavaran. And what is more, the viewers do not
seem to mind the obviously amateur quality of programming
as long as they get to hear bhajans, shlokas and discourses
by the likes of Murari Bapu.
Lobo, who has been connected with television for well over
a decade, is confident that very soon, the channel because
of its sheer appeal among the masses, will become a force
to reckon with. "There have been cases where the cable
operators have come on their own, requesting us to let them
beam the channel in their area because of public demand,"
Lobo says. The channel is being distributed by its own team,
with Lobo using his contacts with cable operators and his
goodwill. Earlier, Lobo was associated with the Hindujas’
In Network.
Also helping them in the distribution and promotion of the
channel are the Brahmkumaris who, during their tours, ask
their followers to watch the channel regularly.
But Lobo is reluctant to call it a channel about religion.
"It is a channel focussing on Indian culture and rich
Indian values. It is wrong to call it a religion-based channel.
We have a programme on the anvil, which will tell viewers
how a place got its name. "For instance, how did Khajuraho
get its name?"
Predictably, the channel will also be launching mythological
serials soon. "But unlike the usual serials which you
see on other channels, these will be on saints like Tukaram.
We will also have serials revolving around Sikhism and Jainism.
Sanskaar is open to all religions," Lobo tries to drive
home the point.
The channel will also have discourses by Dada Vaswani, monks
from the Chinmayananda Mission along with telecast of self-improvement
programmes like Art of Living.
The channel, which at the moment is being self-financed by
the promoters, is being uplinked from Bangkok via Thaicom-3.
It is likely to be launched officially in a couple of weeks
and plans to revamp its programming completely in the next
three months.
Manoj
Sora
More
News>>>>
 Sushma
says “No” to obscenity on TV
ESPN
to use Namadgi scoring system to telecast Mini World Cup
Hallmark
to invest $5 m in revamping, promotions
Get
SET go -- Sony to produce Hindi movies, distribute globally
Will Zee sponsor East Bengal in 2001?
Dixie
Chicks win 4 awards; I Hope You Dance named song of year
Star
TV to capitalise on KBC’s first crorepati
ILI
Tech to launch interactive channel
BPL
likely to end tech tie-up with Sanyo
Russian
pirates rule the CDs
CTV
players crackle and pop with discounts
Music
execs sing hallelujah at EMI/Warner breakdown
TOP
|
