JOP Network, a subsidiary of real estate company JOP Group, will introduce a life spirit channel called 'Life Mantra'.
Bharat Agarwal, CMD of the group, is the visionary behind the channel.
Life Mantra claims to be 'one of its kind channel' in the Indian television landscape to deliver content targeted at body, mind and soul with a holistic combination of lifestyle and spirituality to help audiences gain a positive outlook in life.
The channel is expected to go on air in the second quarter of the year. Helios Media has been assigned the marketing and sales mandate of Life Mantra.
Life Mantra will air a bouquet of programmes across genres of food, travel and spiritual lifestyle. The programming mix is aimed at reintroducing one to the inner self and to roots steeped in spirituality that leads towards the path of constant and conscious pursuit of living life to its fullest potential.
"Life Mantra will not be just a TV channel but a brand that will soon be extended to various platforms. We are confident that the content on our channel will have a national as well as international appeal. Hence, we would be looking at introducing the channel at the global platform as well in future. Through the platform of Life Mantra, we aim to provide happiness to the modern day urban consumer," Agarwal adds.
Targeted at the age group of 25-45 years (SEC A,B), Life Mantra will be a free to air channel and distributed via all DTH, cable and satellite platforms across the country.
According to the company, an extensive research amongst the targeted group in metros and mini metros shared interesting insights about the potential of content in this genre. "The mushrooming of options centred on well-being, be it in food, fitness or even travel, is a result of this trend which further reiterates that there is a definite demand for such content," it says in a press note.
On winning the duties, Divya Radhakrishnan, MD, Helios Media, says, "The concept of Life Mantra is very unique to the Indian television space. There are a plethora of brands that wish to place messaging in such a positive environment and use its power to influence their brands."