MUMBAI: Sahara is finally gearing up to go 'Filmi'. The company is putting in place a senior team to launch 'Filmi' - its movie channel.

Ashutosh, who had quit ETC channel, has joined as the business head of Sahara's movie channel called Filmi. Also joining the channel as creative director and on air promo head is Mukul Mishra.

While Ashutosh was business head of ETC, Mishra was Sony head of on-air promo.

Confirming the development, Sahara India Entertainment Management COO Peter Isaac said the hunt was on for a COO. The movie channel is slated for a launch within three months, he added. Sahara India Entertainment management is a 50:50 management joint venture between Sahara and Percept, formed to ideate, plan and supervise the execution of different projects.

Sahara had earlier announced that it will launch its movie channel in January 2005. The company has made movie acquisitions to feed the channel which will also have a good amount of non-movie content.

Meanwhile, SaharaOne has taken on Hungama TV's on-air promo head Abhijit Mitra as head of promos for their general entertainment channel.