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Mahuaa TV hires new creative and media agencies

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | December 15, 2008
Meridian will handle the channel's creative duties, while Motivator will take care of its media duties

Mahuaa & #BANNER1 & # TV, the Bhojpuri general entertainment channel which was launched around four months ago, has brought new agencies onto its roster. Meridian and Motivator have been assigned the creative and media duties, respectively, following a pitch. The size of the account is pegged at Rs 15-20 crore.

The incumbent agencies are AMO and Integrid for the creative and media, respectively. AMO was also responsible for the launch of Mahuaa TV in August.

Mahuaa, which is the first GEC in Bhojpuri, is currently available on cable and satellite channels, but is still to get permission to air on DTH (direct to home), says Aradhana Tiwari, director, operations, Mahuaa TV.

Mahuaa TV has big plans for 2009, which is also why it has changed agencies. A new programming lineup is on the cards, including a reality show. New channels, too, will be launched by the group, one of them being a news channel.

"We will be responsible for developing campaigns for the channel's existing programmes and for gaining it a larger footprint," says Sudhir Sahni, branch head, Delhi, O&M.

Rajul Kulshreshtha, managing director, Motivator, tells afaqs!, "Our job will be to provide the right strategy and logic, so that the channels of Mahuaa TV are a success, no matter what the competition."

"Media vehicles will be engaged according to the region," says Tiwari.

Mahuaa TV spent Rs 3-5 crore on its pre-launch and launch campaigns.

Mahuaa TV, the GEC, was launched by Century Communication Ltd (CCL), a media and entertainment company, which boasts of four verticals: Pixion (media services, such as post-production facilities), Pearl Media (media sales for TV broadcasters), CCL Studio (filming facilities at a state of the art digital studio) and Metamorphosis (a one-stop shop for branding and design solutions).