Adhikari Brothers' Mi Marathi will launch this month, NDTV to handle sales

By , agencyfaqs! | In Media Publishing | February 06, 2007
Sri Adhikari Brothers Media is finally launching its Marathi entertainment channel this month, and is touting it as the channel from the sons of the soil

Mi Marathi, the

Marathi entertainment channel from Sri Adhikari Brothers Media, will finally be launched in the third week of February. The company has roped in NDTV Media to handle its airtime sales.

"Mi Marathi is a channel that identifies the pulse of the Marathi population," says Markand Adhikari, vice-chairman and managing director, Sri Adhikari Brothers Television Network. It is targeted at all age groups and will feature a wide range of entertainment such as soaps, comedy, musicals and talk shows. According to Adhikari, it is their expertise in creating content that will make the channel superior.

"We have been creating content for more than two decades and are sons of the soil. We understand the language and culture thoroughly," states a confident Adhikari.

The company has appointed NDTV Media as the official sales representative for Mi Marathi. Airtime sales of Janmat, the news channel from Sri Adhikari Brothers Media, will continue to be handled by the company itself.

NDTV calls this association with Mi Marathi its first step into the regional space. "The regional market is all set to witness an exponential growth with the advent of channels in this space." says Raj Nayak, CEO, NDTV Media. He also predicted that the Marathi regional advertising revenue pie will be more than Rs 120 crore by the end of 2007.

A campaign around the launch of the channel will commence from February 10, targeting Mumbai and the interiors of Maharashtra with extensive use of outdoor media.

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