MUMBAI: Sahara One Media and Entertainment’s new channel Firangi will hit airwaves from 25 February.

The launch will be backed by a marketing campaign across multiple media and consumer touch points all over the country. The channel will invest Rs 200 million (Rs 20 crores) across television, print, radio and outdoor media to ensure tune-ins for the channel.

Firangi will have fresh, innovative, bold and contemporary programs from Europe, North America, South America and Asia. The entire spectrum of its programming will be sourced from all across the globe and dubbed in Hindi for 20 – 40 year olds. 

From habit-forming original Telenovelas to light hearted Sitcoms; from never before seen, thrilling adventure shows to the best of International Cinema; Indian TV viewers will get to see the most popular programs that are entertaining audiences across the world.

The most significant finding of a study commissioned by SaharaOne Media and Entertainment across key television markets revealed that TV audiences are fatigued with mundane serials and are seeking new and meaningful stories that have a definite duration. They continue to seek comedy, romance, drama, action and suspense in a fresh avatar.

Inspired by this idea, the branding for Firangi has been created to reflect diversity, variety and freshness. The use of the Hindi language in the tag line – Firangi: World ki best kahaniyan – puts forth the promise of the best programming at a global scale. The logo and channel branding has been created by Steinbranding Design Studios, an entertainment and design company based in Miami, Buenos Aires and New York.