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Kannada infotainment channel Saral Jeevan to launch on 19 Feb

MUMBAI: Navi Mumbai-based CG Parivar, which is promoted by Dr Chandrashekhar Guruji, is entering television broadcasting business with the launch of a Kannada infotainment channel called Saral Jeevan on 19 February.

The channel will be initially available on leading multi-system operators (MSOs) in Karnataka and later on it will be launched on direct-to-home (DTH) platforms.

Saral Jeevan Channel Logo‘Saral Jeevan’ is a Sanskrit name meaning ‘simple life’. The positioning of the channel is ‘Betterment of Mankind’.

The channel will have non-fiction programming with a focus on mythology, history and insights into Indian culture. Inspired by rich Indian heritage and culture, Saral Jeevan’s programming will comprise mythology, Ayurveda, yoga, Vastu, etc.

The channel philosophy is to present inspiring, motivational and historic content that is positive in nature. The channel will not have soaps, crime-related programmes and political dramas.

CG Parivar Global Mission, which provides Vaastu services, employs 1,400 people across five verticals of business. Saral Vastu, which is the flagship brand, has over 500,000 plus customers in India across six states and overseas.

“Known as the world’s oldest civilisation and cultural capital of the world, India has ample legacy that deserve to be presented to today’s generation in an interesting way. The name Saral Jeevan and positioning ‘Betterment of Mankind’ are true summary of our programming and its objective. We want to spearhead positive and historic content space, to begin with Kannada,” said CG Parivar Global Vision chairman Dr Chandrashekhar Guruji.

He added, “Getting into infotainment that is very Indian in nature is a strategic experiment. Since the beginning, we don’t want to be one more player in any given space of television.”

Saral Jeevan business head Raghunatha Reddy believes that Saral Jeevan will fill a gap in the market by providing knowledge that is entertaining.

“We have deployed our energies into research and graphics to present the past stories and glory. The USP of such programming is that it cuts across all kinds and age groups of viewers. Hence Saral Jeevan has no straight competition; rather, it gains from all genres of channels,” he asserted.