Broadcast Initiatives to launch first Bhojpuri Channel

Broadcast Initiatives Ltd has announced that the Company which concluded its maiden IPO in the month of February, is all set to launch world's first Bhojpuri Channel, in the fourth quarter of 2007. "Bhojpuri market is developing, as a very strong regional market and the enormous success of the Bhojpuri cinema can be duplicated in the television arena through a concentrated effort in specialised content for that market. The group is known for many media initiatives in the past and with regional markets growing at a rapid pace accounting, for more than 24% of the total Television advertising pie there is a concentrated effort by the group to target these markets by launching the Bhojpuri channel and an already launched Marathi entertainment channel Mi Marathi" said Mr. Markand Adhikari, Vice Chairman and MD.

Most of the regional markets have at an average 6-7 regional language channels and the Company's foray into the Bhojpuri market will give that market its first regional language channel.

The Company already has two channels, one news and current affairs channel Janmat and a Marathi General Entertainments Channel Mi Marathi, in the Subsidiary of the Company Sri Adhikari Brothers Media Ltd (SABML).

After the maiden IPO of the Company, Company is investing hugely in the latest equipment and technology for the news channel Janmat and this new revamped avatar will be visible in the month of July.

Mi Marathi a Marathi entertainment channel has a strong foothold in the Marathi market and in the third month of its launch has already posed 2nd position in terms of reach after Zee Marathi with 33% reach as compared to ETV which has 31% reach in whole of Maharashtra, (Source TAM, period Week 24, TG Females 15+ SEC ABC, whole day).

"Being a dialect of Hindi we are confident of grabbing good market share in Bhojpuri market and will be completely equipped to take first mover advantage", said Mr. Markand Adhikari, Vice Chairman and MD.

Source : Equity Bulls

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