Media Worldwide launches music channel Sangeet Marathi

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 22, 2015
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The 24-hour, musically-inclined channel targets audiences across ages and features both film and non-film hits.

After establishing national presence via Music India and having reached out to regional markets in West Bengal with Sangeet Bangla and the Bhojpuri hinterland with Sangeet Bhojpuri, Media Worldwide will now cater to Marathi-speaking audiences across India with its fourth channel Sangeet Marathi. The channel features film as well as non-film hits and taps into Marathi cinema.

Sangeet Marathi

Nisha Chothani

Commenting on the content and programming strategy, Nisha Chothani, director, Media Worldwide, says, "We are aggressively following a newer format of programming, hitherto unseen on Marathi channels. Some of these are definitely unconventional and we hope to bring these formats of programming to the fore for our Marathi audiences."

Elaborating further on the music content on the channel, Chothani says, "The selection of music is seamless; we are looking at mood-mapping and viewing habits. Early mornings, we are airing antique melodies that will be liked by mature adults. Mid-morning, in the 8 to 10 am slot, the songs are peppier, aimed at college goers. Afternoon slot is tailored for homemakers. Later in the evening, we have latest songs for the younger audiences (10+ years) and young adults. We also have a small animated character expressing the underlying emotions of the songs."

Prashant Chothani, managing director, Media Worldwide, says, "With the prominence of Marathi cinema and its notable music, starting a regional channel for the same has been on our minds for a long time. And, we are happy that it is finally happening. We hope to highlight the exuberance of the Maharashtrian culture via music."

Hindustan Unilever's Fair & Lovely is Sangeet Marathi's launch partner.

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