Broadcast Initiatives Ltd (BIL), promoted by Sri Adhikari Brothers, has signed superstar of Bhojpuri films Ravi Kishan as brand ambassador for its soon-to-be-launched Bhojpuri channel ‘Hum Bhojpuriya’. Kishan will be the exclusive brand ambassador of the channel for three years and will also perform a variety of reality and talent shows for the channel during this period.
Speaking on the association, Kishan stated, “I am very happy to be associated with the forthcoming Bhojpuri channel from the house of Sri Adhikari Brothers. I am confident that the kind of content that we plan to showcase will appeal not only to the Bhojprui speaking public, but also the entire Hindi speaking regions.”
Markand Adhikari, Vice Chairman and Managing Director, BIL, remarked, “Ravi Kishan is one of the star icons in the Bhojpuri film industry and his association with our channel is sure to connect with the Bhojpuri audience. His popularity in national and international Bhojpuri communities will help foster the overseas viewers.”
Bhojpuri, a dialect of Hindi in Eastern UP and Bihar, is also spoken in parts of Mumbai, Delhi and Bengal. While, approximately 30 to 40 lakh Bhojpuri speaking people are based in Mumbai alone, it is also spoken in around 37 countries and is second national language of Mauritius. This small island in the Indian Ocean also has a regular TV news bulletin in Bhojpuri. ‘Hum Bhojpuriya’ will be the first Bhojpuri channel in India.
After the Southern regional languages, Bhojpuri is emerging as a huge entertainment market in the country. According to a report, of the total 1,090 films produced in India last year, 76 were made in Bhojpuri, and that figure is poised to grow.