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New Hindi news channel to spend Rs 400 mn on distribution

26 May 2011
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MUMBAI: Sai Prasad Media, part of the Rs 15 billion Sai Prasad Group, has earmarked Rs 400 million for the distribution of its upcoming national Hindi news channel on cable TV networks and DTH.

News Express, the full high definition (HD) format channel, will launch in July.

“We are gearing up to launch the channel by mid-July. We are spending Rs 400 million on distribution. All our distribution deals are done and it is our biggest cost,” said the channel CEO and editor Mukesh Kumar.

The channel has already signed carriage deals with all major multi-system operators (MSOs). “We have also signed up the direct-to-home (DTH) operators barring Tata Sky,” said Kumar.

Sai Prasad Media is headquartered at Noida, the hub for most national news channels.

“We have over 300 reporters across eights states,” said Kumar.

On the content front, Kumar said that the channel will focus on politics in every walk of life. “We will have special programming based on hardcore politics, politics in a corporate setup, politics at home, in social life, etc.”

Sai Prasad Group has varied interests in foods & beverage industry, agricultural products, petroleum, real estates, infrastructure, constructions, green energy, education and media and entertainment.

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