Just TV Punjabi, the new full-fledged Punjabi language entertainment channel, was soft-launched on June 15, 2008, in Chandigarh. The complete programming of the channel will begin from June 23, 2008. The channel is entering the affluent Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) market, which was until now dominated by news and music channels.
The channel is owned by non-resident Indian businessman Raj Karnik and is part of Channel Guide India Ltd.
Manish Vasisht, CEO and Managing Partner, Channel Guide India, is a former Zee TV executive who has also worked in Dubai and the UK. “The Punjabi-speaking market does not have any channel offering comprehensive family entertainment in their language, and this gap will be fulfilled by Just TV Punjabi,” Vasisht said.
Vasisht informed that there would be more channels launched under the Just TV brand. “We are identifying areas, and will be in a position to announce our further plans in the coming three to six months,” he said.
“Just TV Punjabi would be the only GEC channel in Punjabi. The content would be a mix of soaps, reality shows, events, movies, comedy shows, music shows, travel and lifestyle, religious shows, horror shows and kids shows. We are also planning to air popular kids shows like ‘Junior G’ and ‘Tin Tin’ dubbed in Punjabi,” Vasisht informed.
“The free-to-air channel will focus on the PHCHP region though cable operators. We are in discussion with DTH players and will make announcements as and when the deals get finalized. The channel will target the Punjabi population in the UK, Canada and the US in the coming three months,” he added.
Just TV has tied up with NDTV Media, the media specialist of the broadcasting sector for advertising sales and strategic consultancy on market research and content. NDTV Media will be the exclusive ad sales partner for the channel for five years.