K Sera Sera launching music channel on 1 December

MUMBAI: K Sera Sera is launching a music channel on 1 December with an investment plan of Rs 250 million. With this, the production company will make an entry into the broadcasting space.

K Sera Sera has bought out Hamara Samay TV News Network, the company that owns and operates music channel Jhankar TV. But the brand stays with the original promoters of Hamara Samay who will continue to run Jhankar TV. The distribution platform of Jhankar TV will, however, shift to K Sera Sera's new music channel.

"The distribution network which belonged to Jhankar TV will come to us as part of the agreement. The deals struck already with cable operators for carrying Jhankar TV will pass on to us. This will guarantee the distribution of our new channel on cable networks in the Hindi markets," says Sapna Chaturvedi who will head the music channel.

K Sera Sera's idea of running a music channel is seen as a strategy to synergise with its movie production business. The company spends substantial amount of money for promoting its movies on music channels. Having a channel of its own would, thus, make strategic sense.

Eternal Dreams, the company that Chaturvedi owns, will manage the operations of the channel as a turn key project and be paid a fee by K Sera Sera. "The programming will revolve around musical reality shows, contests, interactive programming, countdowns, music and entertainment," says Chaturvedi.

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