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Balle Balle embarks on global expansion, soon to hit US, UK and Canada

14-October-2004
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Balle Balle embarks on global expansion, soon to hit US, UK and Canada

Balle Balle, the popular Punjabi Music Channel from Punjab Today Group is all set to go global. The channel, according to its CEO and President, Upinder Nayar, has tied up with a new satellite and will be available across the US, the UK and Canada in a month’s time. Currently, the channel is beamed to 32 countries through Thaicom 3B satellite with significant viewership in South East Asia, Middle East and neighbouring countries like Pakistan.

Balle Balle turns two today. “In India, we have entered into 20 million homes in just two years and our reach now extends beyond Northern India – from Kolkata in the East to Bangalore and Chennai in the South,” says Nayar.

The channel is not just leveraging on the strength of its reach but also on its high TRP with which Balle Balle has embarked on global expansion. “Ours is a top-rated Punjabi music channel. As per the latest TAM ratings, 16 out of the top 30 programmes across all Punjabi music channels belong to us. We have the maximum number of programmes (31 per week) among the Punjabi music channels. And through the interactive shows and trend-setting live Punjabi pop events, we have been able to successfully build our brand,” claims Nayar.

Nayar supports his claim of channel’s increasing brand equity with the presence of high-profile advertisers like Samsung, Pepsi, Motorola, Daewoo, Gillette, Maruti, Perfetti, Hindustan Lever, Johnson & Johnson, etc on board.

To further consolidate its position, Balle Balle has planned a number of fresh initiatives for programming and brand promotion. “We have launched four new programmes like Fashion Fever, Virsa, Suran De Sartaj and Khabran Bollywood Diyan. Besides all these, we have plans for a nationwide talent hunt, more live shows in India and abroad with national and international artistes and award nights in the UK and the US,” informs Nayar.

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