PTC Network, which had launched its news channel PTC News in January 2007, has launched a Punjabi general entertainment channel, PTC Punjabi, which went on air August 6, 2008. PTC Punjabi would telecast Gurbani from the Golden Temple every morning (PTC News telecasts Gurbani in the evening), along with fiction and non-fiction-based serials, reality, beauty and talent shows. Plans are afoot to launch two more channels in the next three to four months.
PTC Punjabi is headed by industry veteran Rabindra Narayan, who is President of PTC Network. Narayan and his colleague, Rajiee M Shinde, had jointly launched the first ever Punjabi channel, Punjabi World, in 1998. Thereafter, Narayan moved to Zee Punjabi and ETC Punjabi channels as President, ETC Punjabi, before joining PTC Network.
Shinde had worked with Zee Network for eight years looking after ETC Channel Punjabi and Zee Punjabi and had quit as Business Head of ETC Punjabi. She was also heading the programming division for Alpha ETC Punjabi (in the UK and the US). At PTC Network, she holds the post of COO.
Apart from Gurbani telecast and various serials and talent shows, PTC Punjabi would also air the ‘Sitaare Punjab De’ series, which would feature concerts by top Punjabi singers from India and Pakistan such as Hans, Barkat Sidhu, the Wadali brothers, Jaspinder Narula, Gurmeet Bawa, Sukhbir, and Saleem, among others.
Narayan said, “The channel will have everything connected to Punjab, Punjabis and Punjabiyat. The channel will target Punjabis everywhere.”
Commenting on the marketing and advertising plans for the channel, Narayan said, “A lot of ground events are being done, starting with the Miss PTC Punjabi contest, wherein girls from eight cities across North and East Punjab are taking part. The grand finale would be held in November 2008. We are tying up with prominent newspapers in Punjab, besides we are also tapping the FM radio stations and outdoor hoardings across Punjab. Everything is being handled by our in-house team.”
He further said, “PTC Punjabi features a unique mix of the best of religion, music and entertainment, and is being managed by the same team that gave the first Punjabi channel to the world and made ETC Punjabi the best Punjabi channel for the last eight years. The quality of shows would be at par with any mainline channel. The soaps have been sourced from the best Punjabi and Urdu talent available across the globe.”