Adgully Exclusive | Launch of Mahuaa Bangla, It's like a Durga Puja atmosphere says Nikhil Seth

Mahuaa channel have proved their pedigree and have been competing with Hindi GEC. In December 2009, Mahuaa's total viewership in Bihar was neck-to-neck with that of second-rung Hindi GECs. With the launch of new channel, it expects to end the year on a high.

Ask Nikhil Seth, president ad sales, Mahuaa and he would tell you that the core idea behind this new channel is to be more culturally inclined with Bengalis.

"For Mahuaa Bangla we are primarily looking at having the channel which is more culturally inclined with the Bengalis. We feel that our content will be more relevant to Bengalis. For example, we have a show which speaks about the taboo "Vish Kanya" which prevails in Bengal. We also have a new soap coming in called "Kajori". Besides this soon after the launch, we will have a programme on the literary classic ' so these are all culturally linked to Bengalis," says Seth.

Besides the soaps, the channels also plan to start a reality show, which will be unique in its own sense. "Like other GEC we will have reality shows as well and we are launching one of the biggest reality shows, which Bengalis would have seen, he says.

"The reality show is about two football teams, who will compete with each other as Bengalis are crazy about football. It will be a 15 episode reality show wherein first 14 episodes will have reality drama element and the final episode will see a match between the two teams," he explains.

"One of the teams will be would be a famous football club from Kolkata, the other team would be a mix of players across the streets of Kolkata, between the age group of 16 to 23 years. These teams will be coached by famous Brazilian duo of Romario and Branco. This is the first attempt to bring an international sports star to a reality show.

Seth says that the content strategy of the channel would be different from the others. "We have our content which is more inclined to the culture. For example, in Twinkle Twinkle Dancing stars, we will be playing only Bengali songs for kids. We will be investing in the morning band and an afternoon band, which will be the original stuff and that has never been attempted in past. Then we have one program, which will be style based, wherein you can nominate your mother, sister, girlfriend and she will get a makeover. We are also taking steps in premiering the Bengali movies on our channel which will be produced by us over the period of time," he explains to Adgully.

Aiming to finish as top three by the year end, Seth reveals that the market size would be around Rs 450 crore. "We would be breaking it to two parts-- one would be GEC and other one would be news. News will be around Rs 70 to 80 crores and GEC would be around Rs 350 crore," he says.

And for that the channel is leaving no stone unturned to make the campaign a successful one. "If you visit Kolkata, then Mahuaa Bangla is coming out right to the ears through the outdoor, print, radio, BTL. We are doing 360 degree advertising. It's like a Durga Puja atmosphere, where you would see Mahuaa Bangla branding like you see in pandals all over the famous area," he adds.

Using the existing synergies, the channel wants to give it fairly enough time to succeed. "We are confident with our content which will pull the market," he says.

Meanwhile Amin Lakhani, Principal Partner, Mindshare Fulcrum, feels that there is lack of channels in West Bengal market in the entertainment genre. "There are not enough channels in West Bengal market in the entertainment genre," he says.

"When Star Jalsha entered Bengal the total TV advertising market size in Bengal was around Rs 190 Cr to Rs 200 Cr. Today it has almost grown twice. Although Zee Bangala and ETV Bangla was already there, but Star Jalsha entered into that market and redefined the viewership. Jalsha over shot others with 50% to 60%.

"According to me that market is yet to reach its threshold, with more retail players entering into that market, there is an opportunity for TV channels to leverage this growing market. I feel when there is volatility there will be opportunity." says Lakhani.

"Some time back another channel, Rooposhi bangla also entered into this market and was able to garner 50 to 60 GRPs. Hence I feel there is an opportunity if someone comes with good content and the distribution is Robust. Market is receptive and TV users in the east are open to sample good Bangala content," he adds.

This means the advertisers too can rub their hands with a smile on their face as they will have more options to choose from. "More channels mean more opportunity and more association option for advertisers. So they would all be happy," he says.