Balle Balle channel to launch in US

NEW DELHI: Tapping the overseas market has become the mantra of Indian broadcasters. The latest to join the bandwagon is Punjabi music channel Balle Balle which is planning to launch in US this January.

"It is a matter of great pride that we are hitting the US shores just four years after our launch in India," says Balle Balle president and CEO Upinder Nayar.

STV Enterprises Ltd, the company which runs Balle Balle, has signed a contract this month with the US-based company Global VC Inc.'s Jus Punjabi TV Network, to launch Balle Balle there from the middle of January."The first stage will see Balle Balle being aired on cable network to reach an estimated one million households across the US, barring parts of the northern states," Nayar said.

The phase two of the channel's US expansion will be flagged off in the second quarter of 2007 through a DTH tie-up that will make Balle Balle accessible all across North America, with an estimated 20 million households as the target, Nayar revealed.

Starting the middle of January, the channel will be seen in New York, New Jersey, Manhattan, Washington and almost all the major cities of the country, barring northern ones.

There are four major cable operators in the US and Balle Balle's American partners are working out projects with them, Nayar said.

He stressed that the financial scale of the operation could not be revealed now because of contractual obligations.

"I can tell you this much, however, it is big enough to plan our revenue model on the strategy that we will plough back the entire revenue generated from there into the US operation, till we achieve 100 per cent target reach."

There will obviously be revenue sharing at all levels with the US partner, and the plan and models for the DTH operation coming up are still being worked out.

Nayar said that throughout the year there will be promotional activities with live events across the country, as also talent contests and local Punjabi musicians would be picked up for actual programming in Balle Balle.

The campaign, which will see various levels of promos, including the live events, will start with New York and New Jersey, where there is maximum number of Punjabi domination.

"But this is a misnomer, really. Because our viewership is not restricted to Punjabis at all. Our surveys show that Punjabi music has become a major craze in the US, with Pakistanis, Bangladeshis, even Sri Lankans getting into the swing of Balle Balle. Besides, 30 per cent of our programming is in Hindi, which makes it an additional draw," Nayar claimed.

The live events will be spaced out and across many cities. Besides, there will be other promos involving stores and restaurants, "but our partners and we are still working on them", Nayar said.

The company believes that with Bollywood going global, this channel would be an additional benefit for both the film and music industries and that would mean additional revenue for Balle Balle.

"Besides, there are many medium and small companies who are looking for vehicles for their promotions abroad and our channel would become a big attraction for them," said a senior manager of the company.

What made Balle Balle decide to launch in the US? "Punjabi music and food is a rage in the US," Nayar said.

The campaign will pick up during the summer months in the US, when there are school holidays, the time when most of the big Punjabi jamborees are held, Nayar said, including music fests.

Balle Balle channel is already available on IPTV globally for the past six months through the site, and results for Balle Balle's last three months are expected shortly.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories