Mi Marathi to revamp programming, creative duties up for review

Mi Marathi, the Marathi entertainment channel from Sri Adhikari Brothers Media, is in revamp mode. Launched in February 2007, Mi Marathi is ready for its second phase of programming. The channel plans to bring in nine hours of fresh content (the rest will comprise reruns); new family dramas, daily soaps and original-format game shows are also on the cards. This fresh line-up will be unleashed on television screens by the end of August.

To announce the launch of its new shows and revamped brand image, Mi Marathi is in the midst of reviewing its creative duties, and some four-five agencies have participated in the pitch. Till date, White Space had been in charge of the creative duties for the channel. Ad spends are pegged at Rs 3 crore.

Perhaps the recent launch of MCCS’ STAR Majha has speeded up things at Mi Marathi. It plans to position itself as the ‘Pride of Maharashtra’ in its core branding exercise. Individual shows will also be highlighted.

The target audience for the channel’s communication has been divided into two – viewers who will be targeted with Marathi advertising, and trade partners for whom English will be the primary communication language.

Mi Marathi has its own in-house unit for media buying and planning.