Manoranjan Group all set to venture into FTA Hindi GEC space

MUMBAI: Creative Channel Advertising and Marketing (Manoranjan Group) is venturing into the Hindi general entertainment space with the launch of Manoranjan Grand.

The free to air (FTA) Hindi GEC will launch on 15th August. The test signal of the channel is already on. The company had received the licence to launch Manoranjan Grand in February.

This will be the third channel from Manoranjan Group which already owns and operates Manoranjan TV (Hindi movie channel) and Manoranjan Movies (Punjabi movie channel).

Creative Channel Advertising and Marketing president Sahib Chopra said that Manoranjan Grand will look to plug in the gap in the FTA market due to the exit pay-TV broadcasters.

Leading networks like Star India, ZEEL, Sony Pictures Networks India, and Viacom18 have converted their FTA Hindi GEC and movie channels to pay in new tariff regime of the Telecom Regulatory Authority of India (TRAI). Currently, there are two leading FTA Hindi GECs Dangal and Big Magic.

“There is a gap in the market which Manoranjan Grand will fulfill. We see space for a new Hindi GEC in the FTA market,” Chopra said.

Manoranjan Grand will have two hours of original primetime programming on weekdays and three hours on the weekends. Going forward, this will be increased to 5-6 hours during prime-time and afternoon bands.

The channel will focus on crime, thriller and comedy genres. It will be targeted at rural Hindi speaking markets. The key TG would be female audiences.

Chopra said that the company is in talks with direct to home (DTH) as well as cable TV operators for carrying the channel. “We will also look at DD Free Dish as and when a slot comes up for bidding,” he noted.

The company will start monetising once the channel settles down and ratings start coming in. “It will at least 2-3 months to start monetising. We hope to break-even in the third year,” Chopra asserted.

Regarding Manoranjan TV and Manoranjan Movies, Chopra said that the two channels have established themselves. Both the channels are FTA and are available on DD Free Dish.

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