In a bid to expand its offerings, Sadhna Media is launhing a 24-hour regional news channel, Sadhna News MPCG, in the states of Madhya Pradesh and Chhattisgarh. The channel will go on air on June 29 at 6 pm. Meanwhile, the company is planning to launch four more news channels in Uttar Pradesh (‘Sadhna News UP’), Uttarakhand (‘Sadhna News Uttarakhand’), Rajasthan (‘Sadhna New Rajasthan’) and Punjab (‘Sadhna News Punjab’).
Rakesh Gupta, Managing Director, Sadhna Media, said, “Sadhna News MPCG endeavours to extensively cover the political, social and economic happenings of the concerned states along with current affairs programmes and entertainment. We are focusing on content and information, and at the same time will be touching the chords of the local people in these states.”
He further said, “We would be roping in big names for our news channel, and will be revealing their names soon. Publicity campaigns for the new channel would commence seven days before the official launch. We are looking at a complete 360-degree initiative, we will be doing in-house. We would be spending Rs 2 crore on advertising in a span of two months – from June15 to August 15 – in Madhya Pradesh and Chhattisgarh.”
“The only competitors that we have at present in the region are Sahara Madhya Pradesh and ETV Madhya Pradesh,” Gupta said, adding, “The test signal for Sadhna News MPCG would commence from June 14, post which, distribution to cable operators and MSOs would start,” Gupta added.
The other channels of Sadhna Media include socio-spiritual channel ‘Sadhna’ and rural agricultural ‘Hariali’. Sadhna channel has been on air for the last five years, while Hariali was launched in October 2007.
Meanwhile, Sadhna Media opened the Sadhna Academy for Media Studies in May 2008.