Top Story


Home >> Media - TV >> Article

India’s first dedicated Bhojpuri GEC Mahuaa TV goes on air

Font Size   16
India’s first dedicated Bhojpuri GEC Mahuaa TV goes on air

Mahuaa TV, touted as the country’s first dedicated Bhojpuri GEC, has gone on air from August 11. Launched by Mahuaa Media Pvt Ltd (MMPL), the channel boasts an array of programmes in the entertainment genre covering comedy, drama, action and thriller. MMPL has tied up with Satpro, a Network18 company, for distribution and channel placement of Mahuaa TV. MMPL is an associate company of Century Communication Group and is promoted by Chairman & Managing Director PK Tewari.

Speaking on the launch, Tewari said, “From our research and understanding of the industry, we learnt that there is an unmet demand for Bhojpuri content across the Bhojpuri population, which led to the creation of Mahuaa TV. It is the first offering from our stable. We intend to launch a bouquet of other channels like Bhojpuri News, Bhojpuri Music and Bhojpuri Film channels shortly to cover the entire ambit of offering for our viewers.”

The advertising campaign for Mahuaa TV is being handled by AMO Communication, a Percept Group company. The ad spends for the pre-launch and launch campaign is close to Rs 5 crore.

Speaking on the marketing plans, Tewari said, “We have already spent close to Rs 10 crore towards marketing to ensure maximum visibility for Mahuaa TV. MMPL has a full fledged set-up with over 150 people currently working exclusively on the new channel. Bhojpuri is currently a high-growth regional market, with total regional markets accounting for more than 24 per cent of the total television advertising pie. As a first mover, Mahuaa TV will enjoy advantages like advertising revenues and creating a strong brand image.”

MMPL is concentrating is marketing efforts across seven states – Uttar Pradesh, Jharkhand, Uttaranchal, Bihar, Madhya Pradesh, Delhi and NCR – where the majority of Bhojpuri speaking population in the country reside. The ad campaign would involve hoardings, campaigns in national channels as well as local cable channels and radio.

MMPL has roped in National and Filmfare Award winning filmmaker Prakash Jha to produce Mahuaa TV’s flagship show, a mega production called ‘Bahubali’. A saga of two feuding families, ‘Bahubali’ has been shot and treated like a motion picture with a stellar star cast.

To begin with, the channel will have 10 hours of programming, including five half-hour news segments, six daily soaps, two weekly shows and a movie each on weekdays and weekends. Some of the shows on the channel include women-oriented, family soaps such as ‘Chotki Dulhan’ and ‘Sato Vachanva Nibhaib Sajna’. Other shows include ‘Baliaa Kranti 1942’. Mahuaa TV also has a huge line-up of hit Bhojpuri movies starring popular stars like Ravi Kishan and Manoj Tiwari.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.