Tara aims to be the new star on the regional channel horizon

It may be down, but it's not yet out. Broadcast Worldwide, which promotes regional language channels Tara is planning to beef up its news programming to stay afloat in the intensely competitive market.

While Tara Bangla has already received a shot in the arm at the beginning of the new year with a variety of localizing initiatives and has started airing 13 hours of fresh programming daily, Tara Marathi is next in line for revival. Sources say a massive investment of upto Rs 1470 million is likely to made for resurrecting Tara Marathi. The government of Maharashtra is likely to be involved in a strategic tie-up that will help Tara Marathi revive from its current somnolent state.

Currently 80 per cent of programming on Tara Marathi is re-runs. But all this will soon change if the joint venture comes through, say sources. The venture has been on the cards for the last six months and if finalized, the results would show in the next two months, they add. Tara Marathi creative director Shobha De said recently that the revamped Tara would focus on rural and folk traditions of Maharashtra and would attempt to "reflect the aspirations of the common Maharashtrian."

Although Broadcast Worldwide Business Development director Pradipto Sircar is unwilling to divulge details of the proposed tie-up, he says programming on Tara Marathi will anyway be beefed up with a focus on news programmes in the next couple of months. "Instead of concentrating on Mumai, we are looking at the rest of Maharashtra, where we have a strong viewer base," he says. The channel, which started with novel programming like telecast of well known Marathi plays (a weak point with Maharashtrian viewers), could not keep up the tempo due to dearth of returns on investments. While the channel is languishing behind Alpha, ETV and DD Sahyadri, the channel reaches 80 per cent of the population in the rest of the state, Sircar says.

However, with the Tara Bangla experiment working well, he is upbeat about Marathi and shortly, Tara Gujarati. With Tara Bangla, BWW has tried a novel tack. It has tied up with Rainbow, which provides Khas Khabar, local news for the Bangla speaking populace, apart from movies, antakshari and sports programmes. Tara Bangla is also the first regional channel to provide local Hindi news in the late night slot, for viewers who are not too conversant with the local language, but need local news. Similar arrangements are likely to be in the pipeline for Tara Marathi, which will feature local news, right from the gram panchayat level up. The company has already had a rationalizing exercise, and is now down to a far slimmer 150 from a grossly over manned 400. 

While Tara Punjabi will be the last of the four to be revived, Sircar says it will eventually be a news, music and Gurbani channel.

Latest Reads
India News Manch: Yogi Sarkar Kitni Asardar: uttar pradesh CM Yogi Adityanath reiterates his focus will remain fixed on development

India News, organised an event called Yogi Sarkar, Kitni Asardaar? The day-long event, held in Lucknow on Saturday, March 17, 2018, presented a comprehensive overview of the BJP government’s first year in power in Uttar Pradesh under the leadership of Chief Minister Yogi Adityanath.

Television TV Channels News Broadcasting
Star India roars with IPL's second national campaign

Following the recent launch of the Best vs Best VIVO Indian Premier League (IPL) anthem that crossed over 15 million views across social media platforms, Star India has launched the second phase of its campaign with a pertinent question.

Television TV Channels Sports
Barcelona closer to LaLiga title, Ronaldo closer to Messi in Pichichi top scorers' race

Lionel Messi’s 25th LaLiga goal of the season kept Barcelona on track for the 2017/18 LaLiga title, during a weekend which also saw Real Madrid star Cristiano Ronaldo make up ground in the ‘pichichi’ top scorers’ race with a four goal ‘poker’.

Television TV Channels Sports
B4U TV celebrates successful first season of The Meera Gandhi Show

B4U TV celebrates successful first season of The Meera Gandhi Show

Television TV Channels Music and Youth
GST relief for media industry in the offing?

NEW DELHI: There may be some relief for the media industry for certain segments in the offing relating to goods and services tax (GST) with the government open to reviewing certain norms. According to government sources, petitions from the media and entertainment industry has moved the government...

Television TV Channels GECs
Network18 unveils new identity for all news channels

NEW DELHI: Network18 has unveiled a new and common identity for all group news channels, which will be seen across the news stable, and a pledge to focus on and highlight more Indian languages.

Television TV Channels News Broadcasting
Disney restructures business in the face of digital disruption

MUMBAI: Walt Disney Co, on Wednesday, announced a sweeping restructuring aimed at accelerating its global expansion during a period of upheaval for Hollywood.

Television TV Channels English Entertainment
Sony's 'Dus Ka Dum' gets app boost

MUMBAI: After a successful season of Kaun Banega Crorepati (KBC), Sony Pictures Network is reviving Dus Ka Dum, another big reality show with superstar Salman Khan. The show is coming back on air for its third season after 2009. Since its initial airing, the entertainment landscape has changed...

Television TV Channels GECs
ZEEL scraps 9X Media acquisition

Owing to non-completion of certain material conditions, Zee Entertainment Enterprises Ltd (ZEEL) has terminated its deal to acquire music broadcaster 9X Media.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories