Shemaroo Entertainment enters Hindi GEC space with FTA channel Shemaroo TV

At the launch, Shemaroo Entertainment CEO Hiren Gada said they were missing out on B2C connect and advertising revenue

e4m by exchange4media Staff
Published: Apr 29, 2020 6:18 PM  | 4 min read
Shemaroo TV

After launching a Marathi movie channel Shemaroo Marathibana, Shemaroo Entertainment is now entering into the Hindi General Entertainment space with a free-to-air (FTA) channel Shemaroo TV.

Going live from 1 May, the FTA channel will target the Hindi Speaking Markets (HSM) of India with the tag line 'Badalte Aaj ke Liye.' Shemaroo TV aims to connect, interact, and reach out to families who are continuously looking to adapt to new changes. The channel will come up with a perfect mix of originals and iconic shows, which will be consumed for the first time by a broad set of FTA audiences.

While speaking on the launch and entering the Hindi GEC market, Hiren Gada, CEO, Shemaroo Entertainment, “ We have been in the business for more than 57 years and we are almost present everywhere in the value chain of the media and entertainment ecosystem except direct B2C connect. That was the one big missing piece and the advertising revenue pie our business model currently comparatively low on and that is why we thought that television is the space which we cannot be missing out.”

He further added, “The highest video consumption still happens on TV. If we look at the whole advertising pie, the overall television share in the media and entertainment ecosystem is upward of 45% and within that, the advertising pie is roughly around Rs 25,000 crore and is expected to cross Rs 45000 crore in next 5 years. If we put together all of these aspects adding television to our portfolio becomes a natural progression.”

Shemaroo TV offers comprehensive content of iconic shows such as Devon Ke Dev…Mahadev, Dil Se Di Dua Saubhagyawati Bhava, Great Indian Laughter Challenge, and many more. By offering popular shows in the launch phase, Shemaroo TV will be a destination for the audience looking for family entertainment with a contemporary feel. Shemaroo TV aims to entertain both rural as well as urban audiences. Once the restrictions on shoots are lifted, the channel will have several original shows targeting both sets of viewers. Shemaroo TV will offer content on various genres such as comedy, drama, mythology, thriller, crime, and animated content that will resonate with audiences across all age groups.

Shemaroo Entertainment has been evolving with changing times and entertaining its audience through different avenues. The launch of Shemaroo TV will be one additional step to extend the reach and relevance of the brand across the subcontinent. With a vast content library, Shemaroo Entertainment aims at entering the broadcast space and entertaining a large set of Hindi speaking audiences with its thoughtfully curated content. The media and entertainment conglomerate recently launched its Marathi movie channel – 'Shemaroo MarathiBana' that already entered the 100 GRP club in a short time.

“Post NTO order, there are new opportunities for FTA. There is a very large consuming audience on FTA which is hungry for the content but the content offering actually has reduced and therefore there is a large underserved market and demand for content which gives us an opportunity to have a low-cost entry strategy for the whole business,” added Gada.

Adding to this, Sandeep Gupta, COO - Broadcast Business, Shemaroo Entertainment Limited, said, "If we see the current TV space and particularly the Free To Air space, there is a large consumption of content but with less variety of shows and genres. Shemaroo TV will be enhancing the entertainment needs of the Indian audiences by its vast offerings of iconic shows, along with original shows across various genres. We have worked extensively to understand the needs of our consumers and have sharpened our insights based on what will appeal to them. Shemaroo TV will have an extensive reach and we aim to become one of the most popular destinations in the Free To Air General entertainment space.”

The launch phase will see a marketing campaign by Shemaroo TV, which will focus on Television and Digital media. The channel also launched a brand campaign video that emphasizes the changing times and how families are aspiring and adapting to the new era, thus highlighting the tagline 'Badalte Aaj ke Liye.'

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