Sri Adhikari Brothers’ subsidiary company, Broadcast Initiatives Ltd (BIL), is planning to come up with a Bhojpuri channel in the last quarter of this fiscal. What with even Spiderman speaking in Bhojpuri and Ravi Kishen gaining somewhat of a cult status, BIL has plans to gain from the belt.
Commenting on the new channel, Markand Adhikari, Vice Chairman and MD, SAB, said, “Bhojpuri is a big segment with a very big population, but the language has not been recognised as far as regional channels are concerned. It is a dialect of Hindi and great opportunities lie ahead. The channel would be pre-dominantly for the Uttar Pradesh and Bihar belt, but since the language has its own flavour, other regions will also ask for it in times to come. We have future plans to spread our reach in the region specific segment.”
This would be the first Bhojpuri entertainment channel in the regional market, which accounts for more than 24 per cent of the total television advertising revenue. BIL already has a Marathi channel, Mi Marathi, besides Janmat, its news and current affairs channel, which is on a revamp spree.
Work on the new channel has been on for the last three months. It is basically an entertainment channel with a bit of news thrown in. Adhikari said that 3-4 names for the new channel had been suggested and the company would go for registration soon.
According to a report, of the total 1,090 films produced in India last year, 76 were made in the Bhojpuri language and this number is only poised to grow. It is a fallacy that Bhojpuri content is in demand only in eastern Uttar Pradesh and Bihar. A large pocket in Northern India also has a fair amount of Bhojpuri speaking people.
“Mi Marathi channel is doing very well and there is a lot of scope in the regional language belt. The Bhojpuri film industry is doing very well now and we expect that the new channel would also be doing well,” added Adhikari.