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MUMBAI:
Pitted against formidable players like Mahuaa TV and Reliance
Broadcast’s recently launched Bhojpuri channel Big Magic
Bihar/Jharkhand, Aap Media’s Bhojpuri entertainment channel
Anjan TV is betting on its diversified content offering to
help it grow in the nascent Bhojpuri entertainment genre.
Anjan
TV Business Head Manjit Hans says that the strategy is to
offer content that has something for all age-groups. The channel
has a mix of fiction and non-fiction shows that spans across
genres like family drama, comedy, and mythology besides cookery
and travel shows.
Considering
the popularity of the Bhojpuri entertainment industry, movies
and music also form an integral part of Anjan’s content
offering.
While
women form the core TG of Anjan TV, films and movie helps
the channel in attracting male and youth TG. “We want
to be different by offering content that has something for
everyone irrespective of the age and gender,” he says.
To
tap into the male youth TG, Anjan has a show called ‘Teem
Kuwarein’ which is a take on the life of three bachelors
who migrate to the city in search of jobs.
According
to Hans, what differentiates Anjan from its competitors is
the fact that it has consciously stayed away from reality
television format notwithstanding its popularity both locally
and nationally.
Anjan
airs three and a half hours of original content every day.
In
line with its differentiation strategy, Anjan TV had recently
bagged the broadcast rights for airing the matches of Celebrity
Cricket League (CCL) team Bhojpuri Dabanggs.
Hans
says the CCL with its unique combination of entertainment
and cricket will help raise Anjan’s brand profile besides
giving it a viewership spike.
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