After a spate of religious channels, it is now the turn of a spiritual music channel, Divya, to hit the airwaves. This 24-hour free-to-air channel has been launched from Chandigarh by Divya Broadcasting Network Pvt Ltd.
Divya claims to be the first and only spiritual music channel that has the look and feel of a mainline music channel. “Another of our USP is that unlike other religious channels that have the standard content in the form of religious discourses, ours is a racy channel with 10 hours of daily fresh content. Moreover, the profile of our channel is to target young viewers as well,” explained Sandeep Bansal, Managing Director, Divya Broadcasting Network.
Talking about the channel content, Bansal said that the uniqueness of the content lay in it being day-specific. “Like on Mondays, we have programming related to Lord Shiva, on Tuesday there programmes related to Lord Hanuman, on Wednesday related to Lord Ganesha and so on. Also, more than one-third of the content is graphics (that is, animated mythological characters),” he added.
There are daily programmes of bhajans, aartis and kirtan. Divya Darshan, a 10-minute capsule provides information on religious shrines, while Divya Yatra is a 30-minute travel show on the famous shrines in India. There are also one minute informative fillers on Guru Mantras, home remedies for health problems (‘Dadi Ke Nuskhe’). Said Bansal, “The channel features a designer scroll that carries updated spiritual news and information about Panchang.”
The channel will also have live coverages of bhajan programmes, Gurbani kirtan, Aartis and Jagratas. “Most of our content is inhouse. However, we have also taken spiritual music rights from T-Series. Besides having content differentiation, our content can be enjoyed by viewers while doing their work,” Bansal explained.
He further said that Divya channels aimed at redefining the look of religious/spiritual channels. “That’s why, even our revenue model is different from the existing religious channels. Our main source of revenue would be from music promos and commercial slots. We will try to change the mindset of advertisers, emphasising that such a channel could well be an effective platform for all kinds of ads for consumers,” Bansal added.
Currently, Divya is being beamed on Thaicom 5 satellite and distributed through the cable network. There are, however, plans to bring it on the DTH platform later.