Mahuaa, which is gaining prominence as a regional television player, is all set to enter the Uttar Pradesh market with a Hindi news channel in mid-June 2011. The channel, which will also focus on the neighbouring state of Uttarakhand extensively, has already got license for operation from the Ministry of Information and Broadcasting. The staff recruitment process for the UP edition of the news channel will start soon.
The Uttar Pradesh TV news market has already witnessed big news channels’ entry in recent years. While, Zee has launched its UP channel in 2009, Sahara Samay UP and ETV UP have already got wider presence in the state.
When asked, in such a cluttered market of news channels, how would you differentiate your content? Rana Yashwant, Group Editor, Mahuaa News, who is also spearheading the UP project for the Group, remarked, “Hyper-local content will be our forte in the market. We will keep our focus on local issues with wider prospective and will set an exclusive content agenda for our viewers. Need of audiences for local news is yet to be fulfilled in Uttar Pradesh. And, we would like to become voice of the citizens in the state.”
Meanwhile, sources have confirmed to exchange4media that Mahuaa has plans to foray into the Rajasthan market by the end of the year 2011 with Hindi news channel. Besides this, the group has a National Hindi news channel and for Madhya Pradesh/Chhattisgarh market a regional Hindi news channel on cards. Both the channels are likely to be launched in the year 2012.
Sources have also noted that while the news channel in UP/Uttrakhand will operate with the same name Mahuaa; for Rajasthan and MP/Chhattisgarh markets, name is likely to be changed.
Mahuaa Media Private Ltd, a media venture of Century Communication Ltd, has got regional GECs and News channels under its umbrella. The group consist channels including Pragya TV (Wellness channel in Hindi), Mahuaa Bangla (GEC), Mahuaa Bhojpuri (GEC), Mahuaa News Hindi and Mahuaa News Bangla.
Mahuaa TV plans 2 more channels; beefs up top team