Complete News and Entertainment Broadcast (CNEB Network), led by HS Sran, Amandeep Sran and Himmat Singh, along with Launch Pad, headed by Probal Gaanguly and Vikas Varma has launched Hummra M, a Bhojpuri music TV channel.
Commenting on the initiative, Varma of Launch Pad stated, “Hummra M is India’s first international Bhojpuri music channel. The channel has been given an international feel since we have noticed that regional channels haven’t got the desired respect till date. It is a tribute to Bhojpuri music.”
According to an official release, in the first week of its launch, Hummra M has shot to the number one position in its genre amongst youth TG (15-24 yrs) in Bihar and Jharkhand – individually and combined. The TAM rating of Week 33 of Hummra M is 6.42 which is almost three times of the three other Bhojpuri music entertainment channels (Dabangg, Big Magic and Sangeet Bhojpuri).
Commenting on the initiative Amandeep Sran of CNEB Network said, “CNEB Network and Launch Pad are geared to create history in the music entertainment space.”
Speaking about the positioning of the channel, Varma said that the channel would play pure Bhojpuri music and not a mix of songs that the other regional channels telecast on a regular basis. The channel would largely target audiences from Bihar and Jharkhand. The channel would also aim to generate awareness and promote Bhojpuri music so that the youth feel proud of their culture and heritage.
The marketing campaign for the channel will largely involve on-ground activations since the aim is to extend the reach to the grass root level and reach out to the Bhojpuri speaking market. A lot of activations would also be seen on the digital platform. Once the website is fully functional, live streaming facilities would be available as well, in addition to activities on other social media platforms such as Facebook, Twitter and YouTube.
Commenting on the advertising opportunities, Gaanguly of Launch Pad stated, “Strategically, the Bhojpuri market has been waiting to explode since quite some time. Hummra M is perfectly placed for advertisers to reach out to this important market.”
Varma concluded by saying that the market has a lot of potential and the channel would also provide a platform for the advertisers, both big and small to come together and advertise their brands. Bhojpuri speaking markets (Bihar and Jharkhand) would be the new target segment which would help brands to reach out to the Bhojpuri speaking community.