New Delhi-based herbal cosmetics company, Ayur Group, is all set to launch a 24-hour, free-to-air, bilingual information and awareness channel, Ayur Living India. The channel would be launched through Ayur Group’s broadcast arm, Vintage Studio Private Limited. According to channel officials, the cost outlay of the channel is in the vicinity of Rs 25 crore, and it would become operational by the June-end or early July, 2009.
This is the second offering from Ayur Group in the media domain. It had earlier launched a fortnightly publication on education ‘Living India’.
In a conversation with exchange4media, Dilvinder Singh, CEO, Ayur Group & Ayur Living India, informed that the channel will offer value-based programming with a focus on education, women empowerment, social concerns and sports.
The morning show would have spiritual talks, lectures and experiences of eminent personalities, focusing on overall development of human mind rather than just teachings. It will be followed by ‘45 Minutes’, a workout show.
The news show ‘Living India Magazine’ will highlight the entire world of education while ‘Career show’ will talk about industry trends, courses on offer, eligibility criteria and entrance exams. ‘Language Learning’ show is designed to teach foreign languages.
‘Chetna’ is a talk-show designed to focus on women issues. The show ‘Woman Magazine’ will feature fashion, beauty, home improvement, lifestyle, family entertainment besides women achievers.
The show ‘Red Carpet’ provides insight into youth about seeking inspiration from the lives of eminent personalities. ‘Living Sports’ aims to educate teens, teachers and society at large by making them aware of the sports issues in India. The shows on NGOs, parental issues and events also form part of the channel’s programming.
“Ayur Living India is in short a quest for awareness for self improvement and a primary determinant of overall development and change in the society,” informed Singh.