Now that Sahara is completing one year, is it going to change/revise its programming and marketing strategy?
Sahara TV was the first channel to offer 77 hours of original programming every week with current affairs and news from day one. The marketing strategy of Sahara TV has always been and will be to provide a perfect blend of intellect and entertainment' in its programmes.

How do you provide this blend?
Keeping the intellect-entertainment blend in mind, it has launched various firsts. For instance, it was the first private channel to introduce a daily news bulletin in Urdu every morning conceived with top class production values. Also, it was the first private channel to launch a special programme in Urdu named `Bazm-e-sahar' during the holy month of Ramzan.

What has been your USP so far?
Our unique selling proposition (USP) is the quality of our original programming. In a field crowded with satellite channels we believe in providing the viewer nothing but first class entertainment - no teleshopping, no trailers, just the best from the best. We have even coined a word for it - we call it entertainment. I am proud to say that Sahara TV, as a matter of policy, is, and will continue to grow as a major launch-pad for new but gifted talent.

What will be the focus of the channel now: news-based programmes or film-based programmes? And Why?
The focus of the channel will continue to be `entiretainment' with entertainment programmes for every section of TV audience. With a fair sprinkling of news and current affairs.

How has the first year been for SaharaTV? Where do you think the channel has failed and where has it been a success?
I think Sahara TV has been a winner in every aspect. In less than a year our two prime time serials have won awards. Kadam won the best drama series at the seventh Screen Award and Kagar won the Aashirwad Award of the year as the best thriller suspense TV serial of the year. Apart from that, the TRP ratings of Sahara TV news, as per the recent TAM media report, had bettered Star News and Zee News during a 15-minute slot on Sunday.

In terms of revenue generation, how has the channel fared so far?
The revenue generation is proceeding satisfactorily as per our business plan.

How does Sahara TV plan to handle the competition from other channels - Star, Zee, Aaj Tak etc?
Each channel has its own USP. And we believe that in a growing television market, there's a scope for every channel to give good programming and meet viewers' expectations.

Is Sahara TV planning any strategic alliances/ partnerships/tie-ups with other broadcasters? If yes, with whom and why?
Sahara TV is open to mutually beneficial strategic alliances and tie-ups for widening its viewership base. In other words, it should be a win-win situation for Sahara TV, its business partner and most importantly the viewer.