Kashish News, a 24-hour Hindi news channel, was launched from Ranchi (Jharkhand) on January 26, 2011. The channel is targeted at audiences in Bihar and Jharkhand. The first media venture of Kashish Developers Pvt Ltd, owned by Sunil Chaudhary, will be targeted at local advertisers initially. Vijay Bhaskar is the Editor-in-Chief of the channel, while Gangesh Gunjan is the Channel Head.
Speaking to exchange4media on the first media venture of the group, Chaudhary said, “Demand for regional news channels in the market has increased drastically in recent times. There is increasing demand from viewers and advertisers for channels with local content and we want to leverage that opportunity. There is a huge market for regional channels in the Bihar and Jharkhand regions.”
Chaudhary further announced that within six month’s time, the group would come up with a national channel on the real estate industry as well.
Meanwhile, speaking on the content strategy of the channel, Gunjan said, “Most of the local news channels in the region are focused on the politics and politicians of the states. Our strategy would be different from theirs. Our content is focused on lifestyle, youth, culture, art, and so on, and it will not be politically influenced at all.”
He added, “There are many local news channels available in Bihar and Jharkhand, but they miss out on content quality. Viewers want to see quality in the news and we would like to fulfill that demand.”
The channel is set to woo local advertisers with minimal ad-rates. “We want to go beyond the traditional ad-market. Our marketing strategy is local market centric and it will give us more opportunity to explore the entire territory,” Gunjan said.
The channel is being operated from Ranchi with nearly 100 employees working with the group. It may be noted that in the Bihar-Jharkhand region, there are already a number of regional channels operating in both Hindi and regional languages. Kashish News is expected to face competition in the market from channels like Maurya, Aryan, Sadhna News Bihar/Jharkhand, Etv Bihar/ Jharkhand and Sahara Bihar/ Jharkhand.