(11 August 2008 8:30 pm)

MUMBAI: Mahuaa Media Private Limited (MMPL), an associate of entertainment and media company Century Communication Group, has launched a Bhojpuri channel Mahuaa TV today. The 24-hour general entertainment channel Bhojpuri channel is the first of its kind in India.

The channel was formally unveiled on 9 August by railway minister Lalu Prasad Yadav, who noted it was "heartening to see someone finally coming out with a channel that reminds one of his roots."

"Bhojpuri is such a sweet language. Unfortunately, in today's times, where speaking in English has become an in-thing, cultures and languages like Bhojpuri have become the butt of jokes,'' he rued at the launch.

MMPL claims to be spending close to Rs 750 million for the channel. "We have spent more then Rs 500 million for movie acquisition, serial production and setup. Rs 100 million are splurged on promoting only. Our total investment is around Rs 700-750 million," MMPL chairman and MD PK Tewari told Indiantelevision.com.

Mainly targetted at Uttar Pradesh, Bihar, Jharkhand, Uttaranchal, Madhya Pradesh, Delhi and NCR, it has launched its advertising campaign across these markets.

Tewari said, "Our channel will serve up to 200 million Bhojpuri-speaking viewers, who do not have any other Bhojpuri language channel. Within six to eight months, we are also planning to launch Bhojpuri news, Bhojpuri music and Bhojpuri films channel."

For distribution and placement, the company has tied up with Set Pro, a Network18 company.

Mahuaa TV has launched with 10 hours of programming which includes five half-hour news segments, six daily soaps, two weekly shows and a movie on weekdays and weekends.

The channel is betting high on its flagship fiction-based show Bahubali, for which it has roped in director Prakash Jha to produce the show. Among other shows are soaps such as Chotki Dulhan, Sato Vachanva Nibhaib Sajna and Baliaa Kranti 1942.

Mahuaa TV also claims of a lineup of blockbuster Bhojpuri movies starring popular actors, Ravi Kissen and Manoj Tiwari. The channel has reserved the 1.30 pm slot on weekdays and 7.30 pm on weekends for movies.

"We have acquired the satellite telecast rights of around 200 movies, and are also planning to produce close to 15 movies per year as well," Tewari added.

The channel claims that it will soon launch more daily soaps, food travelogue, religious discourses, morning shows, astro- predictions and news to its audiences.

The Bhojpuri turf is seeing interest from broadcasters. Mahuaa TV's launch follows Music India's 24-hour music entertainment channel Sangeet Bhojpuri, to cater to Bhojpuri-speaking audiences. Broadcasters like Sri Adhikari Brothers, Sahara One Media and Entertainment are joining the bandwagon of Bhojpuri channels in different genres.

On the question if market will sustain these many players, Tewari said, "As a first mover, Mahuaa TV will enjoy the advantages like advertising revenues and a stronger brand image. Moreover, there will not be too many movies left for other channels."