Big TV acquires Gujarati content for PPV

MUMBAI: Reliance ADAG’s direct-to-home (DTH) company Big TV has announced the availability of Gujarati content on its pay-per-view channel.

Starting 9 December, as part of the introduction of Gujarati content, Big TV will premiere the Gujarati film Dholi Taaro Dhol Waage on its PPV channel for a period of one month. Customers can watch the film for Rs 50.

Big TV is introducing Gujarati content to drive revenue growth in Gujarati speaking centres of Mumbai and Gujarat state.

Says Big TV SVP Umesh Rao, “The introduction of Gujarati content is in line with our overall plans to enhance regional content bouquet on our PPV platform. We will offer regional movies, plays and other niche content to cater to the needs of our discerning subscribers. Whilst our core strategy retains focus on pan-India offerings, we are building stronger capabilities in executing regional programs as well.”

Dholi Taaro… is a saga of passion for dhol (a percussion musical instrument) and love. The film has Upendrabhai Trivedi and Naresh Kanodia, two popular faces in Gujarati cinema, coming together for the first time on screen.

The story revolves around Raju, a dhol player from lower strata of the society, who meets daughter of a prosperous Thakur. They face opposition on grounds of tradition and social status.

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