Sri Adhikari Brothers launches youth channel Dhamaal Gujarat

MUMBAI: Sri Adhikari Brothers (SAB) has launched a new youth channel called Dhamaal Gujarat.

Dhamaal Gujarat will offer a unique platform with a combination of music, interaction, vibrancy and the hyper local nature of radio on TV.

Sri Adhikari Brother Television Network group CEO Manav Dhanda says, “The motive of Dhamaal Gujarat is to cater to the untapped youth market. The 15 to 40 age segment (youth) account to almost 50 per cent of Gujarat population, which is a huge number. One noticeable fact is that Youth & Music alone accounts for almost 60 per cent of youth TV viewership. Hence the channel is expected to be a hit among the youth and a perfect platform for advertisers to reach to their target audience.”

Besides having terrestrial presence, the group also plans to offer digital presence of Dhamaal Gujarat, providing content that can be consumed online. Also keeping up with the digital age, the channel will have a focused approach on social media.

The channel has two flagship shows, one of which will be a radio show with Radio City, 91.1 FM’s RJ Aseem and RJ Aarti, while the other will carry a light hearted comedy theme with the superstar of Gujarat - Siddharth Randeria - the Gujjubhai - The Great fame.

Sri Adhikari Brothers Group has an extensive marketing plan for Dhamaal Gujarat comprising print and outdoor promotions covering major cities & towns of Gujarat and associations with college festivals.

Radio City CEO Abraham Thomas adds, “Western India contributes maximum to TV viewership and Radio City reaches to 2.14 crore listeners in this zone. We are happy to associate with Dhamaal Gujarat and wish them the very best on their initiative of being the first and only youth channel in the state. As official radio partners, we aspire to engage the audience and add value to the Sri Adhikari Brothers endeavour.”

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