Channel aimed at urban women targets June launch

Delhi based software provider Digital Broadcasting, has joined hands with Delany Productions, a software production house in Las Vegas with plans to launch "World of Women" channel in India on June 18. The WOW channel aims to provide a variety of programmes targeting urban women having varying interests and ages.

Estimated to cost Rs 120 crore, Digital Broadcasting has 31 per cent stake in the project while Dealny Productions holds 20 per cent of the equity. In coming three years the channel plans to invest RS 60 crore in the first year and expects to break even in the next three years, the Indian Express reported on Monday.

Indian Express quoted Rajiv Mishra, managing director of Digital Broadcasting, as saying the 24-hour free-to-air channel would penetrate 46 million cable households within six month of its launch. Eighty per cent of the programmes would be produced in India while the rest will be sourced from the US.

The channel's target audience also includes NRI households and the bilingual channel will also be aired in United States and United Kingdom. The company has tied up with DirecTV in Europe and the UK-based BskyB as their DTH operators, informs Mishra. In the initial period, viewing in the US will be delayed by 24 hours.

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