Television

TV9's Mumbai-centric Hindi news channel to convert into Marathi

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/08/Untitled-1_11.jpg?itok=HAKNnDZh

MUMBAI: Associated Broadcasting Company Limited (ABCL), which runs a clutch of regional channels, is converting its Mumbai-centric Hindi news channel into full-fledged Marathi.

The decision to make TV9 Maharashtra a local regional-language news channel comes in the wake of losses from the city-specific Hindi news channel. "We are changing it into Marathi as it is the only loss-making channel in our entire bouquet. Earlier being in Hindi, we were not attracting any state government advertisements. Going local would also mean that we get more connected with people outside Mumbai," said ABCL vice president operations KVN Murthy.

The channel's operational loses are estimated at close to Rs 300 million a year, according to market estimates. TV9 officials, however, declined to comment on the extent of these losses.

TV9 Maharashtra has begun the process of transitioning into a full-fledged Marathi news channel as part of its strategy to go local. The news bulletin and the other prime-time shows have already made the shift to Marathi with the exception of the Entertainment bulletin which will eventually go Marathi.

TV9 Maharashtra head Srinivas Reddy said that 90 per cent of the content is in Marathi while only 10 per cent is in Hindi. "We haven't decided any date on when we want to become a Marathi channel completely. But that is the way we are moving."

ABCL had made its expansion into the Hindi language with the launch of TV9 Mumbai in 2009 focussed on local news. However, TV9 Mumbai was last year rebranded as TV9 Maharashtra to widen the viewership base. But language turned out to be a major impediment since Marathi is the most widely spoken language in Maharashtra.

"Marathi is the language of the common people in Maharashtra. We thus decided to become a Marathi news channel," Reddy said, talking about the shift to Marathi language.

TV9 Maharashtra, which will have to compete with established players like Zee 24 Taas, ABP Majha (earlier Star Majha) IBN Lokmat and ETV Marathi, is betting on local content to drive viewership.

"If you look at other Marathi news channels, they are covering more of other news rather than news of local relevance. We will be focusing only on local news. In fact, TV9 Maharashtra will have 90 per cent of local content and maybe 10 per cent of other content like sports," he averred.

TV9 Maharashtra has around 100 part-time and full-time journalists across Maharashtra and around 15 anchors. While most of the team is in place, the channel will hire new employees for its output division.

The Marathi news broadcaster also has offices in different cities of Maharashtra including Nagpur, Nashik and Pune.

So will there be a sizeable retrenchment because of this makeover exercise? “We are not sacking anybody. In fact, a lot of our employees were already Marathi speaking and we are also training existing employees in our output division in addition to hiring new people for output division.”

However, Indiantelevision.com has been made to understand that the broadcaster has already told certain employees to look out for a new job as part of its resturcutring excercise.

In addition to TV9 Maharashtra, ABCL runs four regional news channels including TV9 Karnataka (Kannada), TV9 Gujarat (Gujarati), Indiavision (Malayalam), Kolkata TV (Bengali), besides an English news channel News9. It also has a niche channel in Telugu devoted to Entertainment and News called TV1.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/kbc.jpg?itok=CMtI933J
Sony Entertainment climbs to second position, Zee Anmol retains lead in two markets

While Zee Anmol retained lead in two markets, KBC-backed Sony Entertainment bagged the second position with high ratings in the urban market. Zee Anmol retained lead in Hindi (U+R) and rural markets, whereas Star Plus led the urban market in week 37 of Broadcast Audience Research Council (BARC)...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Arnab-Story.jpg?itok=_k8ssaP8
English News ratings' slide continues although Republic TV viewership improves slightly

The Arnab Goswami headed Indian English News channel Republic TV has been leading the genre in terms of viewership right from week 19 of 2017, the week the channel was launched.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/pkl.jpg?itok=QRMl_i1P
Sports: Star India channels pocket four out of top five slots

One would easily spot Star India taking over four of the top five positions in BARC India's week 37 sports ratings data, doubling its tally as compared to week 36. Last week, Sony had conquered three slots out of the top five list.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/21/Kisan_channel1.jpg?itok=nz2R35_l
Nine Doordarshan 'kendras' fail to utilise budget for Kisan channel

NEW DELHI: Nine Doordarshan 'kendras' (centres) including four in the northeast failed to utilise budgetary allocation for Kisan channel programmes in the first quarter of 2017-18. On the other hand, the Central Production Centre in Delhi exceeded using its allocated budget.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/partha-dey.jpg?itok=VFLSvk43
Dishum Broadcasting appoints Partha Dey as COO

Dishum Broadcasting has appointed Partha Dey as the chief operating officer (COO), reporting to the board of directors. His new portfolio would include overseeing and managing broadcasting operations including programming, OAP, consumer research and branded content.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/zeel.jpg?itok=9lMfXwcM
&Privé HD ropes in Fiama and Vaseline, premieres with 'Moonlight' on Sunday

ZEEL's new channel &Privé HD, which promises to treat cinema lovers, through collaborations with Hollywood studios -- Sony Pictures and Paramount, has roped in partners Fiama and Vaseline.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/punit-goenka.jpg?itok=F3zkFQnz
ZEEL CEO Punit Goenka motivates youth, honours his one-millionth Twitter follower and family

One of the leading traditional Indian broadcasters ZEEL acknowledges and recognises the importance of new media. It has kept its promise with India's social media enthusiasts and followers, and honoured them.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/20/tv.jpg?itok=caAgyiz5
Most TV execs can't sell streamlined multichannel ads, rely on homegrown tech: Study

Most TV companies are unprepared for advanced TV, a research has revealed.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/09/19/rajat-sharma-800x800.jpg?itok=7u0-8_Cb
New NBA president Rajat Sharma to strive for healthy competition in fraternity

India TV founder and chairman Rajat Sharma has been elected as the president of News Broadcasters Association (NBA).

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories