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NDTV Media, Sri Adhikari Brothers in strategic pact for Marathi entertainment channel, Mi Marathi

06-February-2007
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NDTV Media, Sri Adhikari Brothers in strategic pact for Marathi entertainment channel, Mi Marathi

NDTV Media has been appointed as the exclusive airtime sales representative for the soon-to-be-launched 24-hour Marathi entertainment channel of Sri Adhikari Brothers, called ‘Mi Marathi’. NDTV Media will be responsible for all revenue generating efforts for the channel.

“This venture is the first step towards our entry into the regional space. With more and more niche and special interest channels taking market share, regional markets will witness an exponential growth. We believe that with the majority of the population speaking Marathi, the size of the Marathi regional market advertising pie will cross the Rs 120-crore mark by the year end. We are delighted and proud to be associated with Sri Adhikari Brothers’ Mi Marathi channel. They are sons of the soil and no one else knows the pulse of ‘Marathi Manus’ better than them. We are very confident about the success of the channel,” said Raj Nayak, CEO, NDTV Media.

The baseline of Mi Marathi is ‘Aaplya Manasachi Aapli Vahini’. Connected closely to Marathi culture, Sri Adhikari Brothers are totally upbeat about their upcoming channel. Pioneers in Marathi television, Sri Adhikari Brothers have in the last 20 years, produced more than 2,000 hours of high quality Marathi programming. Some of their well-known programmes include ‘Damini’, ‘Bandini’, ‘Paramveer’, ‘Hello Inspector’, ‘Gharkul’, ‘Dhananjay’, and ‘Akrosh’, among others. ‘Damini’ has completed a record breaking 1,500 episodes, which no other television serial has achieved so far.

Sri Adhikari Brothers had launched a news and views channel in 2006 called Janmat TV. In a market which happens to be amongst the world’s most cluttered market in terms of number of players, Janmat has managed to create and communicate Janmat TV’s differentiation. With programmes like ‘Hum Aapke Saath’, Janmat TV has endeavoured to make policy makers, politicians and policy executors accountable to the citizens of this country through the views medium.

NDTV Media is also the exclusive sales representative for Nick and MSN in India and was recently appointed as the exclusive sales representative by STAR Network for the World Cup Cricket website, www.cricketworldcup.com.

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