NEW DELHI: India’s first life spirit free to air (FTA) channel will be launched soon. Christened Life Mantra, the channel is aimed at delivering content that targets the body, mind and soul with a holistic combination of lifestyle and spirituality. The new channel is also expected to help audience gain a positive outlook in life.
The channel will be launched by JOP network, a subsidiary of JOP Group, and has been conceived by the Group CMO Bharat Agarwal.
Set to go on air in the second quarter of this year, Life Mantra will air a bouquet of programmes across genres of food, travel and spiritual lifestyle essentials in today’s modern day and age. The programming mix is aimed at reintroducing one to the inner self and to the roots steeped in spirituality that leads towards the path of constant and conscious pursuit of living life to its fullest potential.
Targeted at the age group of 25 to 45, Life Mantra will be distributed via all DTH, cable and satellite platforms across the country. An extensive research amongst the targeted group in metros and mini metros shared interesting insights about the potential of content in this genre. The mushrooming of options centered on well-being; be it in food, fitness or even travel is a result of this trend which further reiterates that there is a definite demand for such content.
Sharing the rationale behind introducing the channel, JOP Networks director Urvi Agarwal said, “Spiritual lifestyle as a subject is extremely close to our heart and we feel there is an ample potential and demand for content in this category. With our channel Life Mantra, we look forward to bringing our viewers closer to their spiritual self through holistic lifestyle programming with a global appeal for Indian audience. Our content will drive our audience towards the path of constant and conscious pursuit of living life to its full contentions.”
Life Mantra will not be just a TV channel but a brand that will soon be extended to various platforms. “We are confident that the content on our channel will have a national as well as international appeal. Hence, we would be looking at introducing the channel at the global platform as well in future. Through the platform of Life Mantra, we aim to provide happiness to the modern day urban consumer,” she further added.
Helios Media has been assigned the marketing and sales mandate for the channel. Helios Media managing director Divya Radhakrishnan said, “The concept of Life Mantra is very unique to the Indian television space. There are a plethora of brands that wish to place its messaging in such a positive environment and use its power to influence on to their brands.”
JOP group, pioneers of real estate in residential as well as commercial projects in North India is owned by Bharat Agarwal.