Mastiii, the music and entertainment channel from Sri Adhikari Brothers, was launched to tap into the growing market for Hindi music. Launched in a field that had established players like MTV, Channel [v] and 9XM, Mastiii had the tough task of breaking through the clutter and getting noticed. The channel was launched with the promise of giving viewers a daily dose of music and entertainment.
This combination seems to have worked with the audience as the channel has been doing well. Just after its launch, media planners had predicted that the channel had the potential to overtake others and it did happen. In just six weeks of its launch, the channel raced past other channels in this genre and emerged as the No. 1 channel, and still continues to be the No. 1 channel in this genre.
Commenting on the channel’s performance, Markand Adhikari, MD and Vice-Chairman, Sri Adhikari Brothers Television Network Ltd, said that in the 11 weeks that the channel had been on air, it had been the No. 1 for six consecutive weeks and that was an achievement. He further said, “Not only has it been the No. 1 channel, but the gap between Mastiii and the other channels have been increasing over the weeks, and that is across all TGs.”
When the channel was launched, it had no ads but only music and entertainment in the form of comedy in various formats such as gags, jokes, spoofs, and so on. However, the channel has now started telecasting ads and has already got quite a few brands on board. Brands such as Coca-Cola, Hindustan Unilever, Idea Cellular, Samsung India, Hero Honda Motors, ITC Foods and Tata Teleservices, among others, have already started advertising on the channel.
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