Hindi music genre to get a new contender

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing
Published : July 25, 2012
Khushboo TV will telecast music mostly from the pre-2000 era targeting the non-metro cities. The channel is on test run and will be officially launched on August 1.

Sahib Chopra-promoted Creative Channel Advertising and Marketing has launched a channel in the Hindi music space, christened Khushboo TV. The company also offers the Hindi movie channel, Manoranjan TV.

Sahib Chopra

Initially, Khushboo TV will be available on cable and satellite connections. However, it may be extended to DTH platforms later. The free-to-air channel has been on test run for a few days now and will have an official launch on August 1. The channel is available on IntelSat 10.

Khushboo TV will telecast music, mostly from the pre-2000 era targeting the non-metro audiences. However, there will be dedicated hours for new-age music. The channel claims to have acquired a library of about 2,000 albums for the time being. Though it refused to comment on the acquisition costs, market experts estimate the figure to be close to Rs 2 crore.

Creative Channel Advertising and Marketing is the major stakeholder in the television broadcast company and was launched to specialise in air time sales, ad films and promotions. Shopping Bazaar also has a stake in Khushboo TV.

Chopra says, "We are targeting the Tier II cities. We have acquired a major chunk of the songs from the 60s to the 90s. We are not focusing much on the new songs, but new age music will make up for a smaller part of the programming on the channel. With Manoranjan TV running for five years successfully, we are looking forward to Khushboo TV, too, grabbing a strong foothold in the market."

Chopra adds that negotiations are on with several DTH players and the deals may be finalised by August 1. In that case, the channel will be simultaneously launched on cable and DTH platforms.

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