MUMBAI: Sri Adhikari Brothers is gearing up to launch its new music and entertainment channel Mastiii TV.
The company, which has already soft launched the channel, is targeting early July to take the channel on-air.
We will be launching the channel officially in early July. The marketing activities will be lauched soon,… Sri Adhikari Brothers Television Network MD Markand Adhikari told Indiantelevision.com.
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The company has awarded its creative duties to Madison World’s Madison Creative Cell, whereas ZenithOptimedia will do the media buying for the channel, Adhikari confirmed.
Industry sources indicate that Mastii channel will have a format like 9XM. However, instead of animated characters, the channel has roped in stand-up comedians like Raju Srivastava and Suresh Menon. The channel will also play full songs, while the comedians will fill in with gags, pranks and other comedy events.
It will be interesting to see how the new channel fares in an already cluttered market. Three music channels – MTV, Channel [V] and Zing (earlier Zee Music) – had to change their format, dropping their music content while adding youth-based shows in an effort to broadbase audiences and revenues.
9XM and Music India, however, continue to play only Hindi Bollywood music.
