The Sadhna Group's Marathi news channel Maharashtra1, which went on air on January 1, aims to 'represent the common man in Maharashtra'. Prominent journalist Nikhil Wagle who is the channel's editor-in-chief says that the channel will go all out to voice the truth with a 'fearless attitude', and deal with issues which were until now not touched upon.
The Sadhna Group is a media and broadcast business group, running multiple TV channels, with interests across sectors like advertising, publishing, education, and technology.
The existing set of players in the Marathi new channel genre includes ABP Majha, Zee 24 Taas, IBN Lokmat, TV9 Marathi, Mi Marathi, and Jai Maharashtra.
While Maharashtra1 is owned by Sadhna's subsidiary Sharp Eye Advertising, the company has formed a marketing subsidiary Fearless Media to manage the channel.
Sanjay Sharma, CEO, Fearless Media, and ex-chief operating officer at IBN Lokmat, says, "As a viewer, you will definitely feel a difference in the first look itself. Maharashtra1 will also stand apart as a channel which provides straight-forward, fearless, and absolute news. It will target the Marathi speaking urban and rural audience."
The branding and marketing of the channel has been assigned to Adbhoot Creatives. Vaibhav Pandit, founder and creative director, Adbhoot Creatives, says, "The brief we are following is clear -- be relevant and differentiate the brand in every sense. We have broken stereotypes, be it the channel tagline, its music, colour scheme, packaging, or its on-air promotion."
Pandit further adds, "Adbhoot has carefully selected the tagline 'Ata Jag Badalel' (Now the world will change), which points towards a positive and progressive approach, and keeps in mind the sentiments and belief of viewers."