Pragya Channel to launch this month; hopes to gain foothold with inspirational content

Pragya Channel to launch this month; hopes to gain foothold with inspirational content

Author | Abhijeet Mukherjee | Monday, Oct 08,2007 8:11 AM

Pragya Channel to launch this month; hopes to gain foothold with inspirational content

Pragya Channel, a venture of Pragya Vision Pvt. Ltd, would focus on its unique content to gain foothold in the mushrooming satellite channels space. Stressing on inspirational and value-based content, the channel is expected to be launched this month. Pragya Vision Pvt. Ltd is an independent media company owned and headed by Meena Tiwary as its Managing Director.

“We have state-of-the-art equipment, the finest technical professionals and experienced editorial hands to make the channel stand out in the crowd. Most of the content would be developed in-house and would be capable to cater to interest groups across India,” said Tiwary.

“We are a very different channel, with regards to our content. We are far from the religious channels that are available today and have nothing to do with religion. If you think spirituality and entertainment are components of lifestyle, then we are into it. The content has tremendous ability to inspire. We are similar to what Travel & Living does and certain programmes of Discovery Channel,” said Pragyan Bhattacharya, Programming Head, Pragya Channel.

Bhattacharya has an experience of 19 years in media and has worked with leading channels and print media, which include Zee Business, Zee TV, STAR India, Economic Times and Associated Press.

Programmes on individuals who do well despite facing odd situations, as well as those who do well for their community, would find centre-stage. The channel would also highlight health-related issues. “The programmes would abstain from preaching and would leave options open for people to choose from. For example, we would definitely say smoking is injurious and how to quit it, but to quit or not would be in the hands of viewers,” Bhattacharya said.

The target audience of the channel would primarily be the college-going youth, people at the threshold of their career and women. “Though our focus is youth and women, viewers in all age groups would find programmes of their interest. All our shows, like ‘Be Positive’, which is a reality show, would show the positive aspects of life. The mantra of the channel is ‘Live Life Positive’,” added Bhattacharya.

The channel would have five-six hours of live programmes daily. Fiction, animation and talent search programmes would gain space in the channel, besides panel discussions and two programmes that would involve social celebrities as guests. ‘Khadi Baat’, a one-hour show five days a week, is another programme that would help in stress and anger management. The content would be integrated with SMS and VAS service in a way that viewers do not miss any information they want. “These additional services will help interactivity between us and the viewers. So far, there is no competition in our domain in India,” added Bhattacharya.

The company has plans to go primarily for print campaigns to promote its unique content, both in English dailies as well as vernacular press to make the channel visible across India. The use of outdoors would be limited to the metros.

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