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.