Adgully Exclusive | Ab Mastiiii se smile ho jaaye

But for Adhikari's it all comes naturally.

Shri Adhikari Brothers seems have championed the art of putting a smile on their viewers face.

From their first tele-serial Bandini, the Adhikari brothers have entertained million, putting a smile on their face, making them forget all the tensions of life for that few hours.

With programmes like Hello Inspector, Shriman Shrimati, Office office and many more, one can safely say that they have managed to tickle funny bone of the viewers.

And after a five years gap, after they sold SAB TV, which had won several hearts they have launched yet another 24-hours free-to-air channel called Mastiii.

Markand Adhikari, vice-chairman and Managing Director, SAB Group says the channel offers unlimited music and comedy.

"I am in a music genre, therefore, we have kept all the audiences in our mind and hence created a music channel. It should have a mass appeal not only youth appeal. Whoever has tried for only youth entertainment channel have fallen flat on their face," he explains.

Anita Varma, associate vice-president, programming agrees by saying that it will give its audience their daily share of laughter medicine.

"Comedy has always been a strength of Adhikaris . So why not exploit on what you are good at," she says.

"We are capitalizing on it, we are carrying the legacy ahead . There was a room for music channel with that audience needs good humour and you don't get lots of it on a television these days. So we are not getting one of the two -- we are getting both together in one package,' she adds.

So what's the reason behind launching a music channel, when the likes of MTVs and Channel Vs have themselves transformed into GEC?

"Absolutely they have transformed themselves into GEC. So there is definitely an opening so why not a music channel at this stage as this is the best time to launch," Varma says.

With a target audience from six to 60, Mastiii aims to hit the right chord with the audience.

"There would be 70 per cent of music and 30 per cent of humour on the show. We would be playing all kind of music like peppy songs for which we have a band, retro band, romantic band, followed by small skits" says Varma.

"The kind of humour we would have will be of a lay man who would be talking about his problems all the time, Paaji ki angreji" who would be teaching English in its own way. So the amalgamation of all this will prove to be a key point for our channel," she explains.

As far as the revenue generation is concerned, Adhikari's are not counting their chickens early.

"It's too early to say anything as we have just started. But on an yearly basis, the media spends are slated for up to Rs 15 crore," Markand Adhikari explains.

For the launch however, Mastiii has a target for 15 channels. "We have a target for 15 channels. We are doing outdoor activity in 10 metros. For the launch it would be approximately Rs 5 crore ' which will include the outdoors, TV, mobile and other social medium," he adds.

Besides the promotions on their own channel, they have managed to get it noted on all news channels, and entertainment channels like Zee cinema, Zee TV and Zoom.

And with the stand-up comedians like Raju Srivastav, Suresh Menon, Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra in their ranks, you can be rest assured, you will have a laughing overdose.

So like Markand Adhikari puts it "Keep smiling with Mastiii"