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Sahara ties up with Mondo TV for
children’s programming
We
have paid a royalty to Mondo TV and acquired seven titles.
We will be taking more programming from them.
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V Basavaraj
Sahara
TV has acquired from the internationally popular Mondo TV,
telecast rights for 260 hours of animated children’s
programming. The titles include the famous Simba The Lion
King, PochaTas Hunter, Cindrella, Zorro, Colombus, Sandokan
and The Great Book of Nature. Mondo TV has 25,000 hours of
television software and is in international competition with
Walt Disney. "We have paid a royalty to Mondo TV and
acquired seven titles. We will be taking more programming
from them," said Sahara TV programming head V Basavaraj.
He, however, refused to reveal the amount that Sahara had
paid for the rights. Sahara TV is planning a long term deal
with Mondo TV which includes getting into the area of co-productions.
Sahara has announced a total investment of Rs 200 crore towards
academy, film and TV production infrastructure and Media Club.
The company plans to create an infrastructure and produce
animation programming. The shows will be of half-hour duration
and will start from April. They will be slotted as part of
the one-hour package of children programming. The Hindi entertainment
channel is also proposing to produce on its own, participative
children’s programming. A special capsule has been produced
on the children’s education policy. "We will produce
between 20-25 such programmes. We will start airing them in
April. We will have a mixture of live performance shows, cartoons
and films," said Basavaraj.
Sahara currently has a mix of cartoon shows and children’s
movies. The channel runs a one hour band in the morning at
9:30 a.m., and in the evening at 5:30 p.m. "We have totally
Indian programming, unlike Sony and Zee who run Disney and
Nickelodeon content," said Basavaraj. The channel has
already acquired movies from the Children’s Film Society
for three years. "We have with us most of the movies
from Children’s Film Society. We also ran a children’s
film festival on the channel between November 12-19 in connection
with children’s day. We are happy with the performance,"
said Basavaraj. The movies included Abhayam, Rikki Tikki Tavi
and Karamati Coat. "In the children’s programming,
we are performing as well as the other channels. That is not
the case with our other genre of programming. We are getting
a consistent rating which even goes up to 0.6 and 0.7. This
rating can be compared with the other channels," said
Basavaraj.
Sibabrata
Das
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