Television

TV9's Mumbai-centric Hindi news channel to convert into Marathi

MUMBAI: Associated Broadcasting Company Limited (ABCL), which runs a clutch of regional channels, is converting its Mumbai-centric Hindi news channel into full-fledged Marathi.


The decision to make TV9 Maharashtra a local regional-language news channel comes in the wake of losses from the city-specific Hindi news channel. "We are changing it into Marathi as it is the only loss-making channel in our entire bouquet. Earlier being in Hindi, we were not attracting any state government advertisements. Going local would also mean that we get more connected with people outside Mumbai," said ABCL vice president operations KVN Murthy.


The channel‘s operational loses are estimated at close to Rs 300 million a year, according to market estimates. TV9 officials, however, declined to comment on the extent of these losses.
 
    
   


TV9 Maharashtra has begun the process of transitioning into a full-fledged Marathi news channel as part of its strategy to go local. The news bulletin and the other prime-time shows have already made the shift to Marathi with the exception of the Entertainment bulletin which will eventually go Marathi.


TV9 Maharashtra head Srinivas Reddy said that 90 per cent of the content is in Marathi while only 10 per cent is in Hindi. "We haven‘t decided any date on when we want to become a Marathi channel completely. But that is the way we are moving."


ABCL had made its expansion into the Hindi language with the launch of TV9 Mumbai in 2009 focussed on local news. However, TV9 Mumbai was last year rebranded as TV9 Maharashtra to widen the viewership base. But language turned out to be a major impediment since Marathi is the most widely spoken language in Maharashtra.


"Marathi is the language of the common people in Maharashtra. We thus decided to become a Marathi news channel," Reddy said, talking about the shift to Marathi language.


TV9 Maharashtra, which will have to compete with established players like Zee 24 Taas, ABP Majha (earlier Star Majha) IBN Lokmat and ETV Marathi, is betting on local content to drive viewership.


"If you look at other Marathi news channels, they are covering more of other news rather than news of local relevance. We will be focusing only on local news. In fact, TV9 Maharashtra will have 90 per cent of local content and maybe 10 per cent of other content like sports," he averred.


TV9 Maharashtra has around 100 part-time and full-time journalists across Maharashtra and around 15 anchors. While most of the team is in place, the channel will hire new employees for its output division.


The Marathi news broadcaster also has offices in different cities of Maharashtra including Nagpur, Nashik and Pune.


So will there be a sizeable retrenchment because of this makeover exercise? “We are not sacking anybody. In fact, a lot of our employees were already Marathi speaking and we are also training existing employees in our output division in addition to hiring new people for output division.”


However, Indiantelevision.com has been made to understand that the broadcaster has already told certain employees to look out for a new job as part of its resturcutring excercise.


In addition to TV9 Maharashtra, ABCL runs four regional news channels including TV9 Karnataka (Kannada), TV9 Gujarat (Gujarati), Indiavision (Malayalam), Kolkata TV (Bengali), besides an English news channel News9. It also has a niche channel in Telugu devoted to Entertainment and News called TV1.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/PUNIT%20MISHRA.jpg?itok=Slo-mlE9
ZEEL CEO Punit Misra says: "We intend to compete fairly"

MUMBAI: Last year in October,  Zee Entertainment Enterprises Ltd (ZEEL) appointed Hindustan Unilever (HUL) sales and customer development executive director Punit Misra as ZEEL domestic broadcast business CEO.  Coming from the FMCG sector Misra has entered the television industry with an advantage...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/CHROMEDM.jpg?itok=A-9nojiv
Content consumption among youth: Avg daily time spent online 44 min more than TV: Chrome DM

BENGALURU: Online was larger of the two platforms for consumption of content by youngsters who consumed content only on television or only online in India, a Chrome Data Analytics and Media (Chrome) "OTT Consumption" study has revealed.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/Anuj%20Gandhi.jpg?itok=PEje_9co
Viacom18 ditches FTA in UK, now entirely pay

MUMBAI: With the launch of its two channels, MTV Beats and Colors Rishtey, on Virgin Media Viacom18 has transitioned from free-to-air (FTA) to entirely paid platform. Viacom18’s channels will now only be available with a subscription on Sky and Virgin Media.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/sony-bbc-earth.jpg?itok=rLtcwPMX
'Spy in the Wild' premieres today on Sony BBC Earth at 9pm

"Spy in the Wild" will premiere on Sony BBC Earth on 16 October at 9pm. One gets to experience the animal kingdom with this unique show.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Punit%20mishra%20zeel.jpg?itok=ZOSl3fGX
ZEEL's Punit Misra: Our new logo signifies aspiration of Indian middle class

MUMBAI: Diwali calls for celebration but  Zee Entertainment Enterprises Ltd (ZEEL) is celebrating for a number of reasons; the most important one being the completion of 25 years of journey in the television industry. Zee TV was the first satellite television of India and as the channel embarks on...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/ZEE5.jpg?itok=3h9r9P2c
Zee TV new logo unveiled; refreshed digital platform Zee5 launch soon

Celebrating its silver jubilee at a grand event here on Saturday, India’s first private satellite TV channel, Zee TV, unveiled a new logo aimed at representing its journey for the next 25 years, while its parent Zee Entertainment Enterprises Ltd (ZEEL) used the occasion to also showcase the logo...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/15/Untitled-13.jpg?itok=rS7_5L2Q
Zee South biz head Prabhakaran says: "Growth trajectory is our focus"

Zee Tamil, a Zee Entertainment Enterprises Limited (Zeel) Tamil channel, today unveiled a new brand logo during the launch of the Tamil edition of ZEEL's homegrown reality musical show – Sa Re Ga Ma Pa. The previous season of the Tamil edition was Sa Re Ga Ma Pa Little Champs, the current edition...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/hbo.jpg?itok=K9rAoDeo
HBO snags rights for XXX: Return of Xander Cage in South Asia

Two targets with one arrow - that’s how HBO views its new acquisition. The channel and its HD counterpart will be premiering XXX: The Return of Xander Cage on 15 October 2017 at 1 pm and 9 pm to engage existing audiences and acquire new ones.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/Michel%20Adam.jpg?itok=Edr6L-j4
FTV India working on linear and SVoD launch by Dec '17

MUMBAI: FashionTV is taking a leap forward by presenting its unique 12+ new FTV+ OTT channels and FashionFlix SVoD at at MIPCOM, Cannes 2017. The 20-years young global satellite TV network dedicated to lifestyle and fashion, launched its multi-content platforms FTV+ and FashionFlix, presenting...

Television TV Channels Specialised and Niche

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories