Delhi-based Senior Group, which has interests in real estate and media, is set to launch a Hindi music channel in November, 2005. This will be the second TV channel from the Group, which had launched S1 – a Delhi and NCR centric news channel – a few months back.
Christened S1 Tadka, the music channel will be a 24-hour, free-to-air channel for which the uplinking permission is already in place. Senior Group Chairman Vijay Dixit told exchange4media that the group had invested Rs 15 crore in this venture.
“Headed by Joy Sebastian, the former programming head of S1 news channel, our music channel will have a lot of interactive and live elements. We have two dedicated OB vans for the channels to do live coverages,” Dixit added.
Elaborating on the channel’s programming, S1 Tadka CEO, Joy Sebastian, said that the punch line of the channel – ‘Bollywood Makhan Mar Ke’ – itself suggested that it would be a happening channel with lots of Bollywood entertainment.
“In order to make it a real interactive channel, our focus is on anchor-based programming with a lot of game shows on music and films. Besides interviews with Bollywood stars and music celebrities, we will have coverage of film and album music release functions and music shows. There will be coverage of film shootings as well and a lot of these events will be covered live,” Sebastian added.
The channel has already made its two studios operational ahead of the launch. One of these studios is located at Siri Fort in South Delhi, while the other has been set up at Lokhandwala in Mumbai.
S1 Tadka will be uplinked from Senior Group’s teleport at Siri Fort. The teleport is already operational and the Group’s news channel is being uplinked from there.
Dixit further said that if all went well, the channel would go on air by mid-November this year.