DD10 Marathi channel becomes DD Sahyadri on 5th April 2000...

Jitendra, Prem Chopra,Rakesh Roshan, Raj Thackery, SM Krishna (Guv. Mah)

Very few people know that on April 5th 2012 DD Sahydri per se turned 12. Why I said per se because it was on 5th April 2000 that DD10 Marathi TV channel (of DDK Mumbai) was renamed as Sahyadri. Exactly after a month I took charge at DDK Mumbai.

MF Hussain, Pooja Bhatt

Needless to mention, DD Sahyadri was in a terrible state . Poor connectivity, substandard programmes and low grade technical infrastructure had placed it lowest in the Marathi channel chart, behind ETV Marathi, Alpha Marathi (now Zee Marathi), Tara Marathi and Prabhat. I wanted to change this.

I started with the connectivity issue. The issue was discussed with the cable operators and the DD Public Relations (PR) machinery was effectively used to improve the relationship with all concerned. Within six months, we were seen, heard and known. DD Sahyadri discovered its own identity and that made a huge difference. I have never sold the channel as Doordarshan. I always positioned it and marketed it as Sahyadri.

SWOT ANALYSIS

Anupam Kher, Subhash Ghai

To improve the programming, I did a SWOT analysis of the channel and identified my target group (TG) as citizens and not consumers. I decided to run Sahyadri like a real public channel. To reach out to the masses, phone-in programmes were conceptualised. This was something new in those times. I realised that, DD Sahyadri's USP should be, 'a channel that reaches the masses and empowers them -- especially women -- through its programmes'.

PROGRAMMING LANDMARKS

Our first ever phone-in programme Hello Sakhi, has completed 12 years as a daily show now. The programme gives expert advice on issues such as legal, career, education and health and the programme was first its kind when it was introduced in 2000. Even phone-in programmes were a rare affair then, whether on DD or satellite channels.

Amol palekar,Lata Mangeshkar, Anil Sharma

Raza, Prem Chopra &Shabana Azmi, 

Then came Hello Doctor in 2001, again targeted at the masses. We also kicked off the Navratna Awards, which felicitates nine talented Maharashtrians, in the same year. Another award property Navjot Sahyadri Che was initiated in 2002 in association with Unicef. Then in 2003, we introduced Lux Hirkani Awards to honour 'women of substance'

TAM LANDMARKS

From April 2000 to August 2001 as per TAM ratings, Sahyadri's Reach in Maharashtra in All TV Homes grew from 7.1 to 59.6. A whooping 739%. Its reach in all Cable TV Homes rose from 10 to 55.9%. i.e 459%. Sahyadri's. Reach from 1 million to 9 million which means 800% growth. The channel share from 6.8 59.8. A massive 779% growth. No wonder the foundation laid by me and my colleagues till date continues to bear fruits as DD Sahyadri continues to rake in moolah.  Sahyadri earns more than Rs 400 million annually.All other Regional DD channels earn less then Rs 100 million.

The Caption says it all..

Sahyadri gets The Best Kendra Award

DD Sahyadri was the 1st Kendra in the country (along with DDK Delhi) to get the 1st DD Award when it was instituted. Nearly 40 awards were won by Sahyadri and its staff in a span of 7 years. Right from MATA Samman, RAPA Award, AIBD Award, RAPA Hameed Sayani Trophy, Indian Telly Award, Giant Group Award, DD Awards , Ashirwad Award and the list is endless

Anna Hazare at Sahyadri Channel..when he wasn't fasting

You name it and they were there..

The Icing on the cake was that every known Politician, Sports person Film, TV & Theater personality came to DD Sahydri to participate in the programs. Ustad Bismillah Khan, Hema Malini, shabana Azmi, Devanand, Lata Mangeshkar, Sachin Tendulkar, Bala Sahab Thackery, Vilas Rao Desh Mukh, Sushil Kumar Shinde, SM Krishna ( Governor Maharashtra), Jitendra, Shekhar Suman , Pandit Jasraj,Sunil Dutt , Raj Thackery, Amol Palekar, Asha bhosle, Ashutosh Gawarikar, Shatrughan Sinha, Bhupen Hazarika, Anna Hazare and so on and so forth..

Bala Sahab Thackery & Baba Sahab Purendre

Foreign Minister, SM Krishna

Sahyadri contributes to TV programming in the early 2000..

Overall, DD Sahyadri launched about 25 programmes during this six-year period. These cut across all the programming genres such as talk shows, game shows, events, musicals and soaps. I would say, DD Sahyadri gave a significant contribution to television in its infancy by introducing such diverse genres to the masses and the huge success these shows recorded underlines their popularity.

 DD10 Marathi channel becomes DD Sahyadri on 5th April 2000...

Very few people know that on April 5th 2012 DD Sahydri per se turned 12. Why I said per se because it was on 5th April 2000 that DD10 Marathi TV channel (of DDK Mumbai) was renamed as Sahyadri. Exactly after a month I took charge at DDK Mumbai.

 Needless to mention, DD Sahyadri was in a terrible state . Poor connectivity, substandard programmes and low grade technical infrastructure had placed it lowest in the Marathi channel chart, behind ETV Marathi, Alpha Marathi (now Zee Marathi), Tara Marathi and Prabhat. I wanted to change this.

I started with the connectivity issue. The issue was discussed with the cable operators and the DD Public Relations (PR) machinery was effectively used to improve the relationship with all concerned. Within six months, we were seen, heard and known. DD Sahyadri discovered its own identity and that made a huge difference. I have never sold the channel as Doordarshan. I always positioned it and marketed it as Sahyadri.

SWOT ANALYSIS

To improve the programming, I did a SWOT analysis of the channel and identified my target group (TG) as citizens and not consumers. I decided to run Sahyadri like a real public channel. To reach out to the masses, phone-in programmes were conceptualised. This was something new in those times. I realised that, DD Sahyadri's USP should be, 'a channel that reaches the masses and empowers them -- especially women -- through its programmes'.

PROGRAMMING LANDMARKS

Our first ever phone-in programme Hello Sakhi, has completed six years as a daily show now. So, I can say, DD Sahyadri has about 1500 hours of women empowerment programming unleashed in Maharashtra. The programme gives expert advice on issues such as legal, career, education and health and the programme was first its kind when it was introduced in 2000. Even phone-in programmes were a rare affair then, whether on DD or satellite channels.

Then came Hello Doctor in 2001, again targeted at the masses. We also kicked off the Navratna Awards, which felicitates nine talented Maharashtrians, in the same year. Another award property Navjot Sahyadri Che was initiated in 2002 in association with Unicef. Then in 2003, we introduced Lux Hirkani Awards to honour 'women of substance'

TAM LANDMARKS

From April 2000 to August 2001 as per TAM ratings, Sahyadri's Reach in Maharashtra in All TV Homes grew from 7.1 to 59.6. A whooping 739%. Its reach in all Cable TV Homes rose from 10 to 55.9%. i.e 459%. Sahyadri's. Reach from 1 million to 9 million which means 800% growth. The channel share from 6.8 59.8. A massive 779% growth. No wonder the foundation laid by me and my colleagues till date continues to bear fruits as DD Sahyadri continues to rake in moolah.  Sahyadri earns more than Rs 400 million annually.All other Regional DD channels earn less then Rs 100 million.

Sahyadri gets The Best Kendra Award

DD Sahyadri was the 1st Kendra in the country (along with DDK Delhi) to get the 1st DD Award when it was instituted. Nearly 40 awards were won by Sahyadri and its staff in a span of 7 years. Right from MATA Samman, RAPA Award, AIBD Award, RAPA Hameed Sayani Trophy, Indian Telly Award, Giant Group Award, DD Awards , Ashirwad Award and the list is endless

You name it and they were there..
The Icing on the cake was that every known Politician, Sports person Film, TV & Theater personality came to DD Sahydri to participate in the programs. Ustad Bismillah Khan, Hema Malini, shabana Azmi, Devanand, Lata Mangeshkar, Sachin Tendulkar, Bala Sahab Thackery, Vilas Rao Desh Mukh, Sushil Kumar Shinde, SM Krishna ( Governor Maharashtra), Jitendra, Shekhar Suman , Pandit Jasraj,Sunil Dutt , Raj Thackery, Amol Palekar, Asha bhosle, Ashutosh Gawarikar, Shatrughan Sinha and so on and so forth..

Sahyadri contributes to TV programming in the early 2000..

Overall, DD Sahyadri launched about 25 programmes during this six-year period. These cut across all the programming genres such as talk shows, game shows, events, musicals and soaps. I would say, DD Sahyadri gave a significant contribution to television in its infancy by introducing such diverse genres to the masses and the huge success these shows recorded underlines their popularity.

Sahydri Navratna Awards 2004

The Sahyadri Navratna Awards, into its third year, is being held this year on 14 April on Doordarshan's premises at Worli in central Mumbai.The Sahyadri awards are presented to eminent Maharashtrians for excellence in a particular field of interest. One of the highlights of this year's awards ceremony is that the guest list includes India's nightingale Lata Mangeshkar.

The nine-member jury for the Navratna Awards 2004 comprises eminent people from various spheres. The list includes renouned journalist Arun Tikekar, Marathi theatre artist Mohan Wagh, film producer and ex sheriff of Mumbai Kiran Shantaram, industrialist Minal Mohandikar, vice-chancellor SNDT University Mumbai Rupa Shah, former editor Femina Vimla Patil, director general information and publicity (government of Maharashtra) Nitin Gadre, renouned music critic Dr Ashok Ranade and cricketer Ajit Wadekar.The list of awardees this year comprises of people working in varied fields like music, films, education, drama and so on. The nine Navratra's this year consists of people like Shridhar Phadke, who's receiving the Swar Ratna Award for music while the Chitra Ratna Award is going to Sachin Pilgaonkar for his achievements in the field of films and entertainment. Than there is Dr Shankarrao Magar who's receiving the Shiksha Ratna Award for his work in education. Meanwhile, Prabhakar Panshikar, Anjali Bhagwat Vedpathak and Dr Anil Avachat are getting awards for drama, sports and social work respectively. The Ratnasharda Award for women this year will go to Rajiya Patel. while Vijay Kuwalekar will take home the Ratnadarpan Award for his work in journalism. Lastly there is the IT Entrepreneur Ratna Udami that will go to Dr Vijay Bhatkar. Sahyadri channel director Mukesh Sharma said he is very happy to be a part of the Navratna Awrads. But he also stressed that the channel did not play any part as far as choice of awardee was concerned. MUMBAI: The third Sahyadri Navratna Awards ceremony took place at Doordarshan's premises at Worli on Wednesday 14 April. Inaugurated by Prasar Bharati chief executive KS Sarma, the event was attended by eminent personalities from various spheres.     Lata Mangeskar lit the lamp. Later she was felicitated by a memento and Rs one lakh by KS Sarma. It was followed by the felicitation of the nine-member award jury by Mukesh Sharma.Other prominent personalities who attended the event included actors Raza Murad, Kabir Bedi, singer Ila Arun, billiard master Geet Sethi and cricketer Bapu Nadkarni. The first award of the evening, Natyaratna, was presented by Lata Mangeskar to Prabhakar Panshikar for drama. Ila Arun and Vijay Kalantri presented the Ratna Udyami Award to Dr. Vijay Bhatkar for his excellence in the field of IT. Ratna Saurabhi was awarded to Anjali Bhagwat Vedpathak for her excellent in sports, by Geet Sethi and Bapu Nadkarni. Sachin Pilgaonkar won the award in the entertainment section while Shridhar Phadke got the Swar Ratna for music. Dr Shankarrao Magar received the Shiksha Ratna for his contribution in the field of education and Dr Anil Avachat walked away with the Seva Ratna for social work. Vijay Kuwalkar won the Ratna Sharda award for his works in journalism. Ratna Sharda for women went to Rajiya Patel. The Sahyadri awards are presented to eminent Maharashtrians for excellence in particular fields of interest. Sahyadri will telecast the award ceremony on 1 May, which is Maharashtra day.

sahydri navratna awards 2003

The Sahyadri awards which began last year, are given to nine eminent Maharashtrians in recognition of their excellence in their particular field of interest.

The nine Ratna awardees this year are Prabha Atre (Music), Sumitra Bhave (Films), Dr Ashok Kolaskar (Education), Jayadev/Rohini Hattangadi (Drama), Dhanraj Pillay (Sports), Meena Seshu (Social Work), Sada Dumbre (Journalism), Ahilya Rangnekar (Women achiever) and Gajanan Pendharkar (Industry).

The nine-member jury who decided on the final list of Ratna awardees included editor of Marathi dailyLoksatta Kumar Ketkar, cricketer Sandeep Patil and state director general information & publicity Bhushan Gagarani to name a few.

Bollywood actor Hema Malini will inaugurate the awards, which will be telecast on the Sahyadri channel on 1 May (from 4 pm to 7 pm).

Some of the popular shows on Sahyadri channel which went 24 hours this month airs includeMahacharcha ,a live phone- in talk show which discusses current topics, Ghatnachakra ,Sahyadrichya Paulkhuna and Chitrapat Khajina which showcases Marathi feature films.

Sahyadri Kendra has also undertaken the production of short stories of Marathi, Hindi and Urdu literature.

Mukesh Sharma, Director, DD-Mumbai

ON May 1, when all Government establishments were closed, the Doordarshan Kendra in Mumbai — Sahyadri — was abuzz with activity. The day was also Maharashtra Day, and the Kendra was hosting the Sahyadri Navratan Awards to felicitate Marathi achievers in fields such as cinema, theatre, music and art. The two-and-a-half hour function, which was attended by a host of eminent personalities, was held on the premises, telecast on DD-10 (Sahyadri), and earned the Kendra a cool profit of Rs 12 lakh. "We lit up the tower, put up a set and invited a lot of important people," says Mukesh Sharma, Director — DD, Mumbai, of the effort. Sounds simple all right, but Sharma left no detail to chance: the persons who received the awards were chosen with care, as were the person who presented the awards. Every detail was debated, every move rehearsed — with a meticulousness seldom associated with a Government body, let alone DD. Yet, it is just one example of the many things Sahyadri has got right in the last couple of years

From the Archives... FAMOUS GROUSE CELEBRITY RUGBY

News Paper Coverage on the Celebrity Rugby Match in Mumbai

 The Celebrity Rugby, Conceptulised and successfully organised by Procam International to increase media awareness about the sport, is one of the first  'Celebrity matches' organised in India . Growing by leaps and bounds over the years, Celebrity Rugby has had celebrities participating in a match they have started to enjoy, appreciate and understand 

Next to Jaaved Jaffery some one is trying to peep for the camera...that's your Blogger Muukesh Sharma

  Since its inception ,the celebrity  Rugby match  now has celebrities confirming their participation months before the schduled date: and the icing onthe cake is the celebrity Rugby  match party that has become a permanent feature on the sporting and social scene in Mumbai.Title sponsors of this event in my times were   The Famous Grouse .  I participated in the celebrity rugby for four years in a row  from 2001 to 2004 .  At that time we had the likes of Sunil Gavaskar, Karuvilla,Dilip Tahil, Gautam Singhania Parvez Damania, Anil Deshmukh (Minister in Maharashtra govt)  Anil Singh  to name some

Famous Grouse Celebrity Rugby  in the early 2000

The Celebrity Fire power doused in Rain Water...

Procam International, in association with the Indian Rugby Football Union (IRFU), has supported and promoted Rugby for a sustained period and has seen the sport mushroom from a two-city sport (Kolkatta and Mumbai) to a national sport. What is encouraging is the involvement of not only the individual states, but also the armed services that have adopted rugby, thereby increasing the quality player pool for the future.

Over the years the Indian team has played several internationals with countries and clubs from Singapore, Malaysia, England, Bahrain, Pakistan, and more. The rapid development of the sport in India has caught the attention of the International Rugby Board, which has included India in its list of playing countries, and has even started to take an active interest in the development of the sport on the grass roots level in the country.

The Celebrity Rugby, conceptualised and successfully organised by Procam International to increase media awareness about the sport, is one of the first 'celebrity matches' organized in the country. Growing by leaps and bounds over the years, Celebrity Rugby has had celebrities participating in a match they have started to enjoy, appreciate and understand.

Since its inception, the Celebrity Rugby match now has celebrities confirming their participation months before the scheduled date; and the icing on the cake is the Celebrity Rugby Match party that has become a permanent fixture on the sporting and social scene in Mumbai, India. Title sponsors of this event in the past include The Famous Grouse, Castle Lager, Kingfisher Good Times.

Vilas Rao Deshmukh birthday may 26