Manoranjan TV is set to enter the Hindi music space with a new music channel, Manoranjan Music. The free to air channel will go on air from August 15, 2013. The channel will cater to the HSM markets in Uttar Pradesh, Madhya Pradesh and Bihar. The network has strong presence in LC 1 cities in these states.
Manoranjan Music has reportedly acquired a huge library of songs at a cost of Rs 3 crore per annum.
Commenting on the launch of the channel, Sahib Chopra, owner of Creative Channel Advertising and Marketing, which owns Manoranjan TV, said, “Music as an entity connects with everybody. The availability of bandwidth post digitisation has created more room for channels to enter the space. Music is the only genre that has maximum number of channels. Our penetration is robust in the HSM market and we want to capitalise on it as much as possible.”
He further said that the new music channel will air retro music and trailers of upcoming Hindi films. Chopra also added that it would take 18-24 months for Manoranjan Music to break even. The other channels of the network – Manoranjan TV and Khusboo TV – have already achieved break-even, he claimed.
Even as the broadcasting community has been vocal about the fact that reduction in carriage fees post digitisation is minimal, Chopra, on the contrary, said, “We have witnessed our carriage fees going down by 50 per cent post DAS Phase 2 in the 38 cities.” It may be noted here that Manoranjan TV is a free to air channel and hence, does not charge subscription fees from viewers.
Talking about TAM ratings impasse, Chopra remarked, “Everybody needs a currency and although there are limitations in the current rating system, we are optimistic and are looking forward to the BARC system.”