Sahara Filmy expects new shows to get viewers

Fledgling Hindi movie channel, Filmy, from the Sahara network, is pulling up its socks to gear up to the challenge from the big brothers.

According to TAM figures, the channel which launched on February 12, 2006 has a market share of 7 per cent, far behind Zee Cinema with 35 per cent and Star Gold with 23 per cent. A recent big-ticket premier, 'No Entry', also a production of Sahara One Motion Pictures, on the channel registered TRPs of 5.2.

But Ashutosh, business head of the channel, takes heart from the gross ratings points of 35.

"No other channel has launched on such a pad," he said.

Even so, the channel is looking to ramp up its programming content. First there will be the telecast of the Eurasia Series Matches to be played in Abu Dhabi from April 22.

Then there will be films specifically for children, the 4-14 years age category which watches Filmy the least.

First there will be 'Hanuman', another in-house production, which will telecast within a week.

Then, the channel is in the process of acquiring the rights of 20 Hollywood films "" action films and animations largely "" which it will also dub.

Filmy's advantage is the strong library of 420 films, which it has recently added to with the acquisition of 17 films of Ramanand Sagar. Sahara also recently sold the overseas rights to a umber of films in its library to B4U Movies. The channel is also contemplating a festival of short-films, by FTII students for example. Another area would be events "" coverage of live musical programmes and Bollywood stage shows.