Maurya TV to expand in UP, eyes break-even in FY'13

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(14 September 2011 8:55 pm)

MUMBAI: After a successful run in Bihar and Jharkhand, Maurya TV has firmed up plans to expand into the Uttar Pradesh market and is eyeing break-even in FY'13.

The Prakash Jha-owned regional news and entertainment channel is gearing up to take on entrenched players like Mahuaa News, Sahara Samay Bihar and ETV Bihar in India's largest Hindi speaking state.

"We are in the process of recruiting regional teams and will soon launch full-fledged in the UP market. It is a large market and we want to have a proper launch," said Maurya TV business head Manish Jha.

Maurya TV expects to up its advertising revenues this fiscal. "We have seen a great response and acceptance from viewers as our channel is a differentiator. We will achieve break-even in the next fiscal as for many weeks we have been leading in the Bihar and Jharkhand market. And now viewers as well as advertisers are acknowledging our strong presence," said Jha.

Jha believes Maurya TV offers a better proposition for advertisers as the channel gives better value for money. "Our rates are half of what our competitors charge advertisers. And at the same time we give them better reach," he said.

Maurya TV is headquartered in Patna, from where the channel is beamed also. "This gives us an advantage over other channels. Rather than people in Mumbai and Delhi deciding on what content to run in a regional market, we empowered our regional team to take these calls," Jha said.

The mornings in Maurya TV are dedicated to news and current affairs, while the afternoon time band has programmes like Maitnee Show and Saas ki chowki Bahu ka Tadka.

In prime time, the channel airs a mix of news and current affairs added with fiction shows.

"We have a perfect mix of news and entertainment. We have 75 per cent news and 25 per cent of entertainment content on our channel. There are also afternoon shows which are well received by the female audiences," said Jha.
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