Top Story

Home >> Media-TV >> Article

Mastiii is going to be like an ‘electronic radio’: Markand Adhikari

02-July-2010
Font Size   16
Mastiii is going to be like an ‘electronic radio’: Markand Adhikari

Preparations are on full swing at Sri Adhikari Brothers for the launch of their new music and entertainment channel Mastiii, which is expected in the next couple of days. The channel is currently sorting out its distribution and conducting test runs at various places. Mastiii will offer a mix of Hindi music and various comedy formats such as gags, jokes, spoofs, and so on.

Unlike other music channels, Mastiii will not have half-hour or hourly shows, but will focus on delivering music throughout the day. A couple of songs will be followed by a comedy act of a minute to a minute and a half duration after which the songs will resume.

In an exclusive conversation with exchange4media, Markand Adhikari, MD & Vice-Chairman, Sri Adhikari Brothers Television Network Ltd, said, “We want to position this channel as an ‘electronic radio’, where people can tune in any time of the day. 85 per cent of the channel’s content will be music, while the remaining 15 per cent will be comedy. The channel has roped in popular comedy artists such as Raju Srivastava, Sunil Pal and Suresh Menon, among others, for its comedy slots.”

The channel has created different time bands during which certain type of music would be played. For example, the channel will play romantic and soft music in the afternoon as well as late in the night.

On why the name Mastiii, Adhikari said, “We are targeting it as a fun channel, it is a mix of comedy and music. That’s why ‘Mastiii’. It is targeted at the youth and an audience that loves fun and comedy. We were lucky to have found the name Mastiii. Such a good name was left untouched.”

Talking about the content, he further said, “Our funda is very clear. It is comedy and music – 24 hours music and 24 hours comedy. In my channel, at any given time you will see music and comedy.”

All the production of the channel has been done in-house and the channel has a team of around 100 people. Anita Verma, who was working with Adhikari, in SAB will head programming at Mastiii, while Hitesh Nathani will head marketing for the channel. Hari Narayan is Head of Operations.

Adhikari is quite upbeat about the new channel and asserted, “We have comedy and music on 24 hours. There is no other channel that offers comedy and music 24 hours, and that is my novelty.”

Also read:

Sri Adhikari Brothers’ channel Mastiii assigns creative and media mandate to Madison Creative Cell and ZO, respectively

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space