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Writer: Puneet Bedi Bahri - Tuesday, Mar 03,2009 7:48 AM

Mahuaa Media launches Bhojpuri news channel; movie & music channels on the anvil

Call it the election effect or the capability of regional markets to still see growth amid the slowdown. Mahuaa Media launched its Bhojpuri news channel, Mahuaa News, on March 1, 2009, and has said that it would be launching a movie channel and a music channel over the next 2-3 months. Mahuaa TV is currently present in Mumbai, Delhi, Uttar Pradesh, Bihar and West Bengal. It is also looking at expanding its presence in Madhya Pradesh.

To drive this expansion, Mahuaa Media has roped in Alok Rakshit as President, Marketing and Sales, to lead its operations and the overall business growth.

In a conversation with exchange4media, PK Tewari, Chairman and Managing Director, Mahuaa Media, said, “Mahuaa TV is performing very well. We launched a news channel ‘Mahuaa News’ recently. This is a 24-hour news channel, which will cover international, national and special bulletins for Uttar Pradesh and Bihar.”

Mahuaa TV is concentrating its marketing efforts across seven states – Uttar Pradesh, Jharkhand, Uttaranchal, Bihar, Madhya Pradesh, Delhi and the NCR, which house the majority of the Bhojpuri speaking population in the country. Mahuaa TV is also available on Tata Sky since the second week of February 2009.

On his new role, Rakshit said, “I decided to get back into the broadcast space as it is commendable to witness the regional space expanding in the electronic media, with advertisers seriously looking at markets which are also cost effective in a cluttered environment. We are happy with TAM expanding to accommodate states such as Bihar (Patna) in the beginning of this month, since these were considered as ‘media dark’ markets. We are also available on Tata Sky now, which will also add to the impetus, growing our viewer base for the benefit of existing clients on the channel.”

Rakshit moves from Showdiff Worldwide (a Rediffusion Y&R group company). He had joined Showdiff Worldwide in 2007 as Chief Operating Officer. Rakshit has more than 14 years of media experience and has previously worked with BCCL, Channel 4 Network (UAE), TV Today Network and the Zee Group (ETC & Zee Music). In addition to that, Rakshit shall also be overseeing operations of Pearl Media, which is an established concessionaire, marketing prime time programmes on Sun Network channels such as Gemini, Udaya and Sun TV since 2004.

" The media duties of Mahuaa TV are handled by Motivator and the creative duties by Ogilvy."

Commenting on Mahuaa TV " Rajul Kulshreshtha , MD, Motivator shared" Mahuaa TV has a differentiated and unique audience and delivers a community that is very valuable to some brands."

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