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Ad and content firm launches Bengali channel Orange TV targeted at youth

MUMBAI: Kolkata-based T Sarkar, which has interests in advertising and content production, has entered the broadcasting space with the launch of youth music and entertainment channel Orange TV.

Orange TV’s content mix includes a mix of music, non-fiction and film content. While 50 per cent of the content will comprise music, the remaining half will include shows, events and movies.

The free-to-air (FTA) channel, which went on air today, has managed to stitch carriage deals with majority of multi-system operators (MSOs) in West Bengal.

Some of the shows on the channel include film news show ‘Orange Studio’, cookery show ‘Orange Dhaba’, music show ‘Orange Ishq’, retro music show ‘Orange Retro’ and movie slot ‘Orange Blockbuster’. The company, which also produces film and television content, owns rights to 60–70 movies.

T Sarkar promoter Binayak Sarkar said that the channel is targeted at youth 15–34 age group. In line with the evolving consumption pattern, the channel will not just be limited to television but will also have a strong presence on the digital medium.

“This is the first time anybody is launching a channel dedicated to youth in the regional market,” Sarkar stated.

Without revealing investment details, Sarkar said that the channel will achieve break-even in the third year. “We hope to break even in the third year,” he asserted.

He also said that despite cable TV digitisation, procuring distribution has been a major challenge. He also acknowledged that the 12-minute ad cap will be major impediment for the channel.

Once it starts operating in West Bengal, the channel will spread out to other cities like Mumbai, Delhi, Hyderabad and Bengaluru. Outside India, the company is looking at Bangladesh and the UAE markets, to name a few.