Just TV has joined hands with NDTV Media for the launch of its 24-hour Punjabi general entertainment channel Just TV Punjabi on June 16. NDTV Media will also be the sole and exclusive advertising sales partner for the channel for five years. The scope of work will include strategic consultancy in the areas of research and planning, marketing services, and traffic and inventory management.
Raj Nayak, CEO, NDTV Media Ltd, said, “This venture strengthens our foray into thte regional space. With more and more niche and special interest channels capturing the share of viewership, regional markets will witness an exponential growth. Our current set of channels already offers a pan-India reach to our advertisers in the form of NDTV channels and Sahara’s entertainment channels. Just TV Punjabi, in addition to NDTV MetroNation and Mi Marathi, gives us a requisite regional thrust across key markets of PHCHP, Delhi, and Mumbai and rest of Maharashtra.”
Manish Vasisht, Managing Partner & CEO, Just TV Punjabi, said, “The Punjabi speaking market today does not have any channel offering comprehensive family entertainment in Punjabi, and this need gap will be fulfilled by Just TV Punjabi. Punjabi speakers across the various northern states are a focus market for a lot of brands and we are confident that Just TV Punjabi as a platform will deliver relevant audiences for brands across the spectrum. For the first time, the audiences in Punjab will experience an engaging blend of drama, reality shows, devotional programmes and music shows in Punjabi on Just TV Punjabi. Our objective is simply to become the most loved member of every Punjabi family and our focus on local talent rooted in the soil of Punjab is the key to achieving that objective.”
He further said, “NDTV Media has a talent pool of very senior and experienced people from the media industry with a proven track record and we are are very pleased with our working relationship with them. This is a long term partnership of mutual benefit and will prove to be of strategic advantage to both Just TV Punjabi and NDTV Media.”
According to Vasisht, “NDTV Media and Just TV are the marriage of their two institutions. NDTV Media will give us strategic inputs about launching the channel, programming initiatives and marketing inputs. The teams are closely involved as far as the running of the channel is concerned.”
Just TV Punjabi channel eyes June launch