Girish
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Sri Adhikari Brothers (SAB) has launched a Gujarati youth entertainment and music channel called Dhamaal Gujarat.
The channel has already partnered Radio City to air a radio show with RJ Aseem and RJ Aarti. Another show will carry a light-hearted comedy theme with Gujarati actor Siddharth Randeria (of ‘Gujjubhai, The Great’ fame).
Besides, there will be interactive shows that will be shot among youth at different locations in Gujarat.
SAB group claims that the channel will be the coolest hangout zone for Gujarati youth. Its unique platform will offer a combination of music, interaction, vibrancy and the hyperlocal nature of radio on TV.
SAB Television Network Group CEO Manav Dhanda said, “The motive of Dhamaal Gujarat is to cater to the untapped youth market. The 15–40 age segment (youth) accounts for almost 50 per cent of Gujarat’s population. One noticeable fact is that youth and 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 their target audience.”
SAB group operates music channel Mastiii, and regional channels like Dabangg, Mailboli and Dillagi.
The company is planning to have a digital presence for the channel to provide content that can be consumed online.
The company has chalked out an extensive marketing plan for Dhamaal Gujarat, encompassing print and outdoor promotion covering all the major cities and towns of the state. It is also planning associations with college festivals, where they will hold fun interactions for the students.
Radio City CEO Abraham Thomas said, “Western India contributes maximum to TV viewership and Radio City reaches 2.14 crore (21.4 million) 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.”
Sri Adhikari Brothers launches Gujarati youth channel | TelevisionPost.com
