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.