MUMBAI: Sahara One Media and Entertainment has named its new Hindi entertainment channel as Firangi. The channel will be headed by Rajeev Chakrabarti as business head.
Chakrabarti is currently the head of marketing for Sahara One Television. He will continue to look after his earlier portfolio till a replacement is found.
Firangi proposes to break new ground with the creation of the ‘World Television Category’ â€“ a first in the annals of Indian television. The spectrum of popular entertainment programming will be sourced from all across the globe and dubbed in Hindi for the predominantly adult viewers that the channel has in mind.
In a departure from the conventional Hindi entertainment programming, Firangi will introduce its viewers to the world’s most-watched novelas, sitcoms, short series, adventure series and world cinema.
Sahara One Entertainment business head Seemanto Roy said, “Firangi will set the pace for expansion of our bouquet of channels. It will allow Indian audiences to experience shows that have redefined entertainment across the world and under the leadership of Rajeev Chakrabarti, will soon become a favourite among our viewers.”
Chakrabarti added, “It is my privilege to head this exciting new channel that brings in a completely new genre of entertainment to our viewers. The channel’s pioneering effort will address the felt need of this genre of entertainment programming among discerning adult viewers in India.”