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Pittie Group to launch 2 channels

MUMBAI: Pittie Group, a distributor of Baba Ramdev’s Patanjali, is refocusing its energies in the media and entertainment space. After launching a spiritual and social channel Shubh TV on 8 April, the company is gearing up to launch two more channels.

Shubh Music, a religious-spiritual music channel, will launch first. It will telecast devotional songs, bhajans and aartis.

Pittie-GroupShubh Cinema, on the other hand, will show movies in the spiritual and patriotic genres.

“The music channel will go on air within a week. We are planning to launch the movie channel within three months,” said Krishnan Kumar Pittie, founder of Pittie Group.

Late last year, Pittie Group sold Sanskar TV, a devotional channel. The company had also stopped publishing its magazine, Sanskar Patrika. But that is being readied for relaunch. “We plan to revamp Sanskar Patrika with new content. We are also considering a different name for the magazine,” said Pittie.

Shubh TV has a mix of original and acquired content. Apart from spiritual programming, the social content will highlight issues centred around women and children.

Pittie is working on a reality show, ‘Bhajan Samrat’. The concept will be similar to ‘Indian Idol’, but it will be in the spiritual music genre.

Shubh TV is currently available on two direct-to-home (DTH) platforms – DD Free Dish and Dish TV. Talks are on to make the channel available on other DTH platforms and cable TV networks.

Mumbai-based Pittie has about 50 people working for the broadcast business. The plan is to ramp up the staff count to 150 in the next few months.

The company also plans to hire a CEO to look after the media and entertainment vertical, said Pittie.