‘Regional Hindi general entertainment’ -- the term would have been confusing to many in January 2011. When it is Hindi, how is it regional? But Sri Adhikari Brothers, through its company TV Vision, had created a road that many, including the likes of Reliance Broadcast Network and UTV Broadcasting, seem to be getting on now.
Sri Adhikari Brothers launched Dabangg and Dhamaal in February 2011 as regional Hindi general entertainment channels. The intention to launch then despite the ICC Cricket World Cup and Indian Premier League was to get the basics, such as consumer awareness around the channels and distribution, right before ploughing in more content on the channels.
Beginning June 6, 2011, Dabangg and Dhamaal would begin their next phase.
Markand Adhikari, Managing Director, Sri Adhikari Brothers, explained, “Our vision for regional general entertainment channels, in Hindi language, emerged from the fact that there was saturation of national Hindi general entertainment channels. Also, in these markets, there are very few options in television for advertisers who are looking for targeted options to reach their consumers. What you have in mediums like print and radio turns out to be costly, so there was a gap there.”
As is known, Dabangg and Dhamaal, while in Hindi, cater to specific markets of the Hindi belt. Dabangg targets Uttar Pradesh, Bihar, Jharkhand and Uttaranchal, while Dhamaal caters to Rajasthan, Madhya Pradesh and Chhattisgarh. The forthcoming channel, Dhamakaa, will cater to Gujarat audiences.
In their next phase, the broad content strategy of Dabangg and Dhamaal change to up the comedy quotient on the channels from 75 per cent to 90 per cent. The channel’s new tagline is ‘Hansi ka switch on karo’. Four new shows are planned on the channel – ‘Madam ki Paathshaala’, ‘Bachchan Pandey ki Toli’, ‘Galat Family’ and ‘Bahut Khoob’.
Paritosh Painter, Creative Consultant with Sri Adhikari Brothers for Dabangg, Dhamaal, and Dhamakaa channels, explained, “We have the biggest of stars and very strong storylines for these shows. The management’s vision is to create national standard content for regional audiences, and we have crafted these shows keeping that in mind.”
Sri Adhikari Brothers is also clear that 10 per cent of the content on each of the channels would be geared to address the local tastes of their specific markets.
The new content would be supported by a robust marketing exercise that would include OOH and activation as key pillars of the campaign. The media agency on the business is ZenithOptimedia and the creative agency is BMB Madison. The OOH initiatives would penetrate at the district level in the specific markets, and from June 3 to June 6, 2011, the new shows would be supported by on-ground initiatives, including events, where the channel will take the stars of these shows to the specific markets.
Markand Adhikari is very optimistic on the road ahead for these channels. He said, “We are very bullish on regional Hindi general entertainment channels and we are investing in them aggressively. You can already see that whatever we do, people seem to follow, including this. We are happy setting trends for the industry.”