There are very few examples in the Indian television market where a new channel has come from behind and changed the operating market dynamics. One such launch has been that of Colors, which in a few months went to become the #1 Hindi general entertainment channel.
And in the Bihar & Jharkhand market, Maurya TV, which was launched in this market in February 2010, has been sowing a consistently growth path.
As per a note issued by the channel, Maurya TV has recently broken all records and in the six weeks period as per TAM (week 29-34; Period: July 10–August 20), its viewership is 2.2 times that of the No. 2 regional channel in Bihar & Jharkhand.
Maurya TV is claimed to be No. 1 even when compared to key national news channels in Bihar + Jharkhand. It is 1.2 times higher than the leading national news channel.
Commenting on what went behind Maurya’s success, Manish Jha, Business Head, Maurya TV, said, “We have created a conscious differentiator. Maurya TV is the only regional channel which is headquartered in Bihar & Jharkhand (Patna) and is also beamed through the market. Rather than people in Mumbai and Delhi deciding on what content to run in a regional market, we empowered our regional team to take these calls. Inspite of the strong belief that we should either be a news or entertainment channel, we positioned Maurya as news and entertainment, with 70 per cent news and 30 per cent entertainment content, which is well received by the audiences. Our news content has a high regional focus so that we can let viewers know what’s happening around them and what is likely to affect their lives.”
When asked about the future plans, he added, “We are expanding distribution to UP and also in the process of recruiting regional teams and will soon launch full-fledged in the UP market.”