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Tag: Dishum

  • Bhojpuri Dhamaka DISHUM celebrates it’s second anniversary; Establishes leadership in the Bhojpuri GEC genre

    Bhojpuri Dhamaka DISHUM celebrates it’s second anniversary; Establishes leadership in the Bhojpuri GEC genre

    MUMBAI: “It takes many years to become an overnight success.” (Frank Sonnenberg, Soul Food: Change Your Thinking, Change Your Life)

    Bhojpuri GEC “Bhojpuri Dhamaka DISHUM” was launched amongst much fanfare on 15th August, 2017 witha single point agenda to transform the Bhojpuri television and content landscape. Its vision was to disrupt the Bhojpuri market by targeting the aspirational Bhojpuri speaking pay TV viewers based in Bihar, Jharkhand, UP and across India. The channel launched with a first of its kind international award show, held at the prestigious O2 arena in London and surprised and awed viewers as well as advertisers with production value and a canvas not seen before in the Bhojpuri television. The channel adopted innovative packaging combined with an emotive narrative around its brand identity DISHUM and what it signified in the fabric of Bhojpuri society. This unique approach to packaging, promos along with a mood mapped FPC comprising of the best of Fiction shows, Events and World Television Premiers of the biggest of Bhojpuri blockbusters. 

    The journey has not been so easy. Availability of content on free digital platforms, tumbling data cost and fatigued Bhojpuri TV programming caused a tectonic shift ofBhojpuri viewership to mobile phones and hand held devices. Getting them back to linear televisionhas been an uphill and fruitful journey, which has resulted in the over all growth of the entire universe – both in terms of ratings and revenues. 

    Over a period of 24 months, DISHUMhas studied the changing consumption pattern and arrived at anFPC which has a mix of the best of both worlds; TV and Digital. Festival spikes and themed topical native programming became the new drivers of the channel and the results paid off.

    Today DISHUM is the number One Bhojpuri General Entertainment Channel with 4 Week Average Impression(‘000) of 15,762 and number One across all Bhojpuri channels in All 22 + with an Average Impression(‘000) of 9,784. (Source BARC: Bihar & Jharkhand (Pay Platform), Average Impression of Week 27 to 30, 2019)

    Keeping up with the learning, festival programming has already arrived at DISHUM.With the advent of Shravan, a month-longprogramming spike is alreadyplaying outand this will continue with other topical spikes, culminating with Chhath Mahaparv in November, a programming of almost five months.

    “And it took us two years to be where we are today”, Partha Dey, COO, Dishum, quotes this. He has launched or led almost all Bhojpuri channels including, the regional trend setter Mahuaand thinks loyalty and traction can only be generated if you have the right mix of content and DISHUM, he says, will always strive to create this mix for a wholesome family entertainment.

    Dishum is distributed across all major Pay Platforms- DTH & MSO including Tata Sky, Airtel, Sun Direct, Den Networks, Siti Digital, GTPL, Darsh Digital and many more independent MSO’s.

    Aparna Shah, Director, Dishum said “The ratings indicate our growth and acceptance specially with the aspirational Urban audiences as a feather to our cap in comparison within the genre. Our programming has thrived on distribution minus Freedish to address the NCCS AB audiences in Bihar Jharkhand market.

    NTO made us stand out as a leading brand in Pay platform with increasing number of advertisers and brands wanting to partner with us. Brands patronizing to Bihar Jharkhand in particular, are there with us (some on exclusive basis), due to TG supremacy we enjoy in NCCS_A, B or AB cuts. We have seen a growth of over 30% in brand count post NTO.”
     

  • Bhojpuri GEC Dishum launched, targets 65 mln C&S homes

    MUMBAI: It’s hoping to make a big impact on Indians love for everything Bhojpuri. Mumbai-based Dishum Broadcasting flagged off the free-to-air Bhojpuri TV GEC  Dishum just as India entered its seventy-first year of becoming independent.

    Branded Bhojpuri Dhamaka- Dishum, it is expected to have the majority of its audience in Uttar Pradesh and Bihar and Jharkand, apart from the millions of Biharis/Jharkandis spread all over India and the world.

    The company’s management is working on making Dishum available on major Indian DTH and cable TV platforms such  as Tata Sky, Airtel, Den UP, Siti Maurya, Dash Digital and other local MSOs.  The goal: to reach a cumulative  65 million C&S homes. The international rollout will follow later.

    The channel has a slate of programmes covering both, fiction and non-fiction at different  time slots covering devotional, bhakti, mythological, drama, movies and music.

    Dishum has launched in a cluttered Bhojpuri TV space crowded with the likes of BIG Magic (now owned by Zee), Dabangg, Dhamaal, and movie channels like Oscar Movies Bhojpuri,  Bhojpuri Cinema TV, apart from other DD channels and news services.

    However, the company’s director Vishal Gurnani is undaunted by the competition and is quite focused on pole-vaulting the new launch into the second position amongst Bhojpuri channels in the next six months.

    Says he: “We are here to bridge the void left behind by Mahuaa, and are looking forward to bringing world class content, packaging and production values to the large Bhojpuri audience spread across UP, Bihar, Jharkhand, West Bengal and the migrant Bhojpuri audience across India and the world. We are working with the best production houses and the research agencies to understand the audience better.”

    Observers are of the view that Dishum will have its task cut out. Recently, the Bhojpuri cinema ecosystem saw investments being upped in production of movies.

    “However, the challenge has been in collection at the box office; the theatres simply refuse to pay up for a successful movie,” says a media observer. “While this does not directly affect Dishum, it shows the lack of transparency in that ecosystem. Dishum, being free to air, will have to depend on advertising. And, advertising spends from local brands; not just the national FMCG brands from the likes of Levers, P&G, Patanjali, Dabur etc. The latter will give it loose change in terms of ad spends. However, if it does manage to nurture and collect from local advertisers, it could have a good future.”

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    Dishum plans to break even in 3 yrs & a network soon, says Vishal Gurnani

    Dishum Awards hoist Bhojpuri flag in London, to be telecast on 27 Aug

  • Dishum plans to break even in 3 yrs & a network soon, says Vishal Gurnani

    MUMBAI: Vishal Gurnani-owned Dishum Broadcasting has announced the launch of its first Bhojpuri general entertainment channel Dishum. The channel will go live on 15 August.

    “To cater to 220 million population in India which understands and speaks Bhojpuri, there is only one GEC channel, that is Big Ganga. Other channels are not considered as GEC channels as they mostly air movies,” Gurnani said.

    “There is a clear need gap for great content to be delivered to this large audience base. Hence, there was an opportunity to have a GEC channel in that market,” said Dishum Broadcasting director Vishal Gurnani.

    Dishum will be a free-to-air channel. “We don’t believe that audience should pay for content,” said Gurnani.

    The channel will have a mix of fiction and non- fiction content which will have programmes across genres such as mythology, horror, drama, kids shows, etc. catering to all members of a family.  “We plan to have a 150 hours per month of original content. Focused primarily on reality and non-fiction shows, we will also telecast blockbuster Bhojpuri movies seven days a week,” informed Gurnani.

    The channel has acquired exclusive telecast rights of the Yashi Films property IBFA which is scheduled to take place in London on 30 July, 2017. The channel is also working with Keylight Production for shows although it is also looking to produce shows in-house.

    Although the channel’s prime time will be 6pm – 10pm, it will also be airing shows in the morning time band of 6.30am- 10am — which will include mythological shows.

    The channel will be available across platforms including DTH and major MSOs. “We will be targeting 65 million households from the first day,” Gurnani said.

    About the response from advertisers, he said, without disclosing names, “The response has been great.  All the major and marquee FMCG, healthcare brands, telecom and pan masala brands are keen to associate with us.”

    Industry estimates that Dishum Broadcasting would be investing around Rs 100 crore over the next two years towards programming and distribution costs. A 10-sec ad rate slot for prime time is be put at Rs 600-1000.

    “Generally, every channel takes three years to break even, and we too are looking at a similar plan. At present, our focus will be on the Bhojpuri channel, but, going forward, we are planning to have a network of channels across genres,” asserted Gurnani.

    Also Read :

    Bhojpuri Cinema now available on Tata Sky and Den Network

    Big Ganga shows now available on ZEEL’s OZee

    “Our aim is to get into the Top 5 this year”: Tarun Katial