FIRANGI is set to begin entertaining Indian TV viewers with the best-in-class television programming from around the world in Hindi from February 25, 2008. The channel will break new ground with the creation of the WORLD TELEVISION IN HINDI category - a first in the annals of Indian Television.

FIRANGI will engage audiences with fresh, innovative, bold and contemporary programmes from Europe, North America, South America and Asia, offering the much needed choice to television viewers in the country. The entire spectrum of its programming will be sourced from all across the globe and dubbed in Hindi for 20- 40 year old. Simply put, FIRANGI will offer the world's best stories, in Hindi. From habit-forming original Telenovelas to light hearted Sitcoms. From never before seen, thrilling Adventure Shows to the very best of International Cinema, Indian TV viewers will get to see the most popular programmes that are entertaining audiences across the world.

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

FIRANGI'S content has been conceptualised after an extensive in-depth study across age and socio-economic groups revealed that Indian audiences are seeking fresh entertainment options and look forward to watching and learning from other cultures. The most significant finding of the study commissioned by SaharaOne Media & 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 - however in a fresh avatar.

Inspired by this idea, the branding for FIRANGI has been created to reflect diversity, variety and freshness. The concept is strengthened with the use of a magnetic colour palette that is full of refreshing yellows, greens and reds.  The result is vibrant on screen. 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, a leading multi-disciplinary entertainment and design company based in Miami, Buenos Aires and New York.

"Our consumer research reiterates our belief that audiences are now not only ready but also seek nouvelle entertainment options that are being enjoyed across the world. FIRANGI aims to fill in the gap and offer viewers a distinct alternate from the current content on Indian Television. The channel will give Indian TV audiences a chance to enjoy the very best in global TV programming, in Hindi," says Rajeev Chakrabarti, Business Head, FIRANGI. 

Sourced From: PR Pundit