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Tag: Mastiii

  • B4U Network hires new revenue chief

    B4U Network hires new revenue chief

    MUMBAI: Hemlata Yederi has moved to B4U Network as chief revenue officer after spending 14 years building the sales operation at rival broadcaster Sri Adhikari Brothers group. The move, effective September, hands her control of revenue strategy and partnership deals across B4U’s entertainment channels.

    Yederi spent over a decade as national head of sales and latterly chief revenue officer at Sri Adhikari Brothers, where she managed advertising revenue for channels including Mastiii, the country’s leading music channel, Hindi film channels Dabangg and Dhamaal, Marathi regional channel Maiboli, and general entertainment channel Dillagi. That she’s now steering B4U’s monetisation efforts marks a significant coup for the network—and an uncomfortable loss for her former employer.

    With three decades in media sales under her belt, Yederi’s career spans stints at NDTV, where she ran advertising sales for the west, and an 11-year run at Mid Day as associate vice president of sales. She cut her teeth in yellow pages sales at Getit Infomediary in the early 1990s, managing field and telesales teams before the digital revolution upended directory advertising.

    At B4U, Yederi now oversees brand monetisation, media sales and cross-platform expansion for the Mumbai-based broadcaster. Her LinkedIn announcement, posted five days ago, came wrapped in the obligatory corporate sentiment about “people and purpose” and “balancing strategy with heart”—the sort of language that sounds earnest but means little.

    What matters is execution. B4U has hired someone who knows how to extract revenue from India’s advertising market and has spent years doing precisely that for a competitor. Whether Yederi can replicate that success in new colours remains the only question worth asking. In media sales, loyalty lasts only as long as the next quarterly target.

  • Prasar Bharati’s bold OTT leap with Adhikari Brothers

    Prasar Bharati’s bold OTT leap with Adhikari Brothers

    MUMBAI: Have you ever wondered what happens when two iconic Indian media powerhouses join forces? The answer is an unprecedented expansion of content horizons, blending tradition with innovation.

    Prasar Bharati, India’s revered public broadcaster, has unveiled a landmark strategic alliance with Sri Adhikari Brothers Digital Network Pvt. Ltd., promising to redefine the country’s entertainment landscape. This partnership aims to bring premium and diverse content from Sri Adhikari Brothers to Prasar Bharati’s Waves OTT platform and linear television channels, ensuring something for every viewer.

    This collaboration symbolises a reunion of historic allies, rooted in shared values and a deep commitment to quality entertainment. Under the agreement, Mastiii, Dabangg, and Maiboli, Sri Adhikari Brothers’ popular channels, will now be accessible on Waves, enriching its library with vibrant, family-friendly, and youth-centric programming.

    Sri Adhikari Brothers Network chairman emeritus, Markand Adhikari reminisced, “Gautam (my brother) and I started our career with Doordarshan, and whatever Adhikari Brothers is today is because of the massive reach of Doordarshan. We feel like it’s a homecoming, and I am confident that, once again, we will provide quality entertainment for our audiences. We are proud of our legacy with Doordarshan.”

    The partnership extends beyond content distribution, focusing on co-developing fresh, innovative programming to cater to contemporary audiences. With an eye on culturally rich and socially relevant content, this alliance aims to bridge generational gaps while embracing digital advancements.

    What does this mean for viewers? Waves will become the go-to destination for diverse entertainment, boasting the best of regional hits, family dramas, and youth-focused shows. The inclusion of Mastiii, Dabangg, and Maiboli strengthens the platform’s appeal, making it a versatile hub for modern-day audiences.

    Sri Adhikari Brothers MD Kailasnath Adhikari expressed his excitement, “I have grown up watching Doordarshan and I call it my home. We are filled with nothing but pride and will always put our best foot forward to carry on this association for times to come.”

    What’s next?

    This collaboration is more than a content-sharing deal—it is a step forward in enriching India’s entertainment ecosystem. By blending Prasar Bharati’s 50+ years of broadcast legacy with Sri Adhikari Brothers’ modern approach, this alliance signals a promising era for both traditional and digital platforms.

    Is this the beginning of a broader trend in Indian media partnerships? Only time will tell.

  • SAB Group partners with DistroTV to expand global footprint

    SAB Group partners with DistroTV to expand global footprint

    Mumbai: Media and entertainment company Sri Adhikari Brothers (SAB) Group has partnered with California-based media technology company DistroScale to expand its footprint across the globe. DistroTV is an independent free ad-supported streaming television (FAST) platform and is available internationally.

    The group’s music and youth channel Mastiii, Bhojpuri channel Dabangg and Marathi music channel Maiboli will reach audiences in the UK, Europe, and the USA via DistroTV, said the media company in a statement on Monday.

    The channels will be part of DistroTV’s channel bundle called DistroTV Desi which offers more than 15 Southeast Asian channels for free. It offers viewers a variety of diverse content focusing on news, entertainment, and lifestyle geared towards the Southeast Asian (India, Pakistan, Bangladesh, Sri Lanka) population abroad, it added.

    “We are very happy to enter into this partnership which will enable us to reach foreign audiences and our Indian diaspora settled abroad. Our aim is to not only promote our network channels but also our country through the content we air globally,” said SAB Group business head Kailashnath Adhikari.

    “We are always looking to grow and diversify our channel content to meet the needs of our rapidly expanding audience,” said DistroScale chief executive officer Navdeep Saini. “This partnership with SAB Group is allowing us to do just that and we could not be more thrilled to have them join our 150+ growing channel line-up.”

    “Our growing audiences in the US, Canada, and the UK can now watch and enjoy the latest and retro Bollywood musical hits on Mastiii TV, available as a free live 24×7 channel on DistroTV on the web or any device,” stated DistroScale vice president of business development and content acquisition Rajesh Nair. 

  • Sri Adhikari Brothers Initiative 2.0 to enable migrant workers to show hidden talent

    Sri Adhikari Brothers Initiative 2.0 to enable migrant workers to show hidden talent

    MUMBAI: While India is battling Covid2019 at its forefront, unemployment has shaken the very core of its economy and its impact is likely to change the dynamics of its labour force essentially of migrant workers. To imbibe the PM’s thought of AtmaNirbharata, Sri Adhikari Brothers has opened a gateway of employment, to the less fortunate migrant workers who have been rendered jobless, through Sri Adhikari Brothers Initiative 2.0.

    Sri Adhikari Brothers will use its network channels including Mastiii, Dabang, Maiboli and digital platforms to call out to millions of migrant workers who might have any talent that they would want to showcase. Be it dancing, singing, acting or any other performing arts would be welcome. The program would shortlist thousands of individuals month on month who have a hidden talent and will monetarily reward the chosen 1000 people by means of direct bank transfer to their accounts. The chosen ones will also be aired on the network channels of the group.

    Sri Adhikari Brothers, through its association, would further attempt to maximise growth for the talent by providing them a break in suitable professional opportunities.

    Co-founder Markand  Adhikari said, “Mostly all business minds get focused on protecting their business and bottom lines in such tough times. We are aware that millions of Indians have had to return back to their villages after being left with no option. No matter what job they were in, there’s a possibility that many of them had talent that they once in life might have had to compromise to earn their livelihood. We have often seen videos of people on the street singing or dancing as well as any professional. Some fortunate ones have even touched the stars. Our attempt is to put a structure, reach out to millions of Indians in a planned manner – give them hope, give them employment and ensuring direct transfer of money into their accounts and thereby give them self-belief to be AatmaNirbhar.”

    For this initiative, Sri Adhikari Brothers has put aside a dedicated team that will be driving this program.

  • 90s tunes see revival on music channels

    90s tunes see revival on music channels

    MUMBAI: Popular music from the 1990s is being revived on music TV channels today. Sony Mix, 9X Jalwa, B4U Music and Mastiii are among channels reintroducing the music on television while keeping the focus sharply on Bollywood numbers.

    Film songs of 90s vintage have charisma of their own. In the romanticism of the previous era, a girl’s blush or flickering of eyelashes, were signs of sparks flying. Recently launched channel MTV Beats has also intends to come up with a new show with music from that decade.

    Once upon a time, Doordarshan, with its exclusive black-and-white recordings and private TV played old songs but have since then been sidelined to just radio stations. Retro songs are the anchor by which the older generations recall their younger times, friends, company and even long-forgotten incidences of first love.

    Well, nostalgia is good business. According to reports, Bollywood accounts for more than 90 per cent of the revenue of India’s Rs 10.6 billion pop music industry. 

    In an earlier interview with Indiantelevision.com, Viacom18 head-youth, music and English entertainment Ferzad Palia said that their target audience for the channel are youngsters. He said that the channel’s viewership grew tremendously as what others have done in 10-12 years, they have managed to accomplish in a few months. “Music genre is so commoditised that everyone is playing the same music. Since the number of releases is the same, creating differentiation is very important. People loved us because we were different and we don’t want to lose that and that’s across the whole MTV universe.”   

    A good music channel is one where everyone finds their favourites at their own suitable time. So, while some channels play old classics at night, some play latest hits, and others play evergreen numbers throughout the day.

    SAB & MAX cluster EVP and head Neeraj Vyas told us earlier that the channel will always have the quotient of playing older songs since it gains audience attraction. The music in the late last century is what Vyas calls as ‘ageless music’ that is prominent in reality shows, parties and singing contests. Sony Mix’s day kicks off with slow music followed by the 90s era. Later in the day, it telecasts mellow and soft songs followed by new tracks up till 9 pm. The last three hours of the night are dedicated to retro music.

    MTV Beats will soon launch its new show Flashback from Monday to Friday 9 pm to 12 am while B4U plays Awaaz de Kahaan during the same time slot. Mastiii channel airs Evergreen Hits between 1 pm and 3 pm and at the 9 pm time slot, the network plays The Golden Era with Annu Kapoor and Raat k Humsafar.

    Old melodies on music channels bring nostalgia. A walk down memory lane does a world of good every now and then for ardent music lovers.

    Also Read :

    Coexistence of music channels and digital devices is shortlived: Neeraj Vyas

    Cautious investments serve MTV Beats well

  • Mastiii and PEN tie-up for win-win deal

    Mastiii and PEN tie-up for win-win deal

    MUMBAI: Mastiii is all set to make a mark in the mobile app industry. The channel will soon expand its digital footprint via an exclusive content association with PEN India and will be available on its latest, Bollywood Times Mobile App, a one-stop destination for entertainment needs starting 9 December 2017.

    Bollywood Times, a pre-dominantly movie focused platform, has a vast reach and majorly youth audience. This strategical move of associating with Mastiii will give the platform a boost to reach out to a wider audience. At the same time, it brings Mastiii closer to its 200 million monthly viewers who would now be able to enjoy the content on the go.

    Commenting on the association, PEN India chairman and managing director Jayanti Lal Gada expressed that, “In a bid to ensure that digital-first audiences of today have access to the best of entertainment, we are glad to come into this association with Mastiii in an exclusive linear feed sharing deal, that will be available on our latest Bollywood Times App. The relentless efforts of the team and particularly my younger son Akshay Gada, in the creation of this app catered to Bollywood enthusiasts & lovers has culminated in the fruition of this association. With the backing of an established industry name like Mastiii, the premier music channel from SAB Group, we are confident the launch of the app will see success.”

    Talking about the tie-up, SABGroup group CEO Manav Dhanda stated, “Mastiii has always been the flag bearer and the undisputed leader of the music and youth genre. With the association, we aim at reaching out to the youth where they are. The association with PEN comes at a time when the mobile app industry is booming in India and has shown tremendous growth with over six billion apps downloaded in 2016 alone. The launch of the Bollywood Times app and the streaming of our content on it will not only strengthen each brand individually but help give the youth of India a variety of content on a single platform.”

  • Music channels bet on shows to boost viewership

    Music channels bet on shows to boost viewership

    MUMBAI: Seems like music channels are playing second fiddle to online music platforms when it comes to playing tracks. In an attempt to grab more eyeballs, pure-play music channels on television are moving away from the music content and focusing more on the youth-centric shows.

    A study done by video intelligence platform Vidooly Media Tech said that Indian users largely consume music content on YouTube. In the music segment, Hindi and electronic music were the two most popular genres among YouTube users and the music videos generated over 3 billion views.

    Observing the trend in the television space, the channels that kick-started their existence as a pure-play music channels are now experimenting with reality shows or shifting their focus to youth-centric content. Several music channels have changed their programming line-up in a bid to put their finger on the viewer’s pulse.

    Launched in 1996, MTV rolled out its first reality show in 2003 – Roadies. After that, there was no turning back as the channel cut down music content in favour of youth-based shows. Roadies has completed 15 seasons while Splitsvilla is on its 10th. The list goes on with Dropout, Girls on Top, Kaisi Ye Yaariyan, India’s Next Top Model, Love School etc. Bigg Boss 11 is the latest addition which will be its first time on the music channel.

    One can ask the question – what happens to the music content ratio? It might have decreased because of the captive audience in India, or it might be a deliberate strategy to move towards youth-centric shows or because of the report by Vidooly that said about the music content consumed more over YouTube.

    Adding more to the context, Channel V launched in 1994 and during its heydays, the channel launched several iconic campaigns. Later, In search of greener pastures, Channel V became youth focussed. Attempts were made to rebrand Channel V as a reality show channel, moving away from its music-only programming. The plans, however, did not come to fruition as the channel shifted its focus away from music and it lost much of its popularity and TRPs. Therefore, viewership dropped drastically. In 2016, this mistake was corrected: it went back to playing music videos on loop. Nevertheless, it was too late for Channel V to regain popularity, and Star India decided to shut down operations.

    There comes another channel called Zing, formerly known as Zee Muzic and Music Asia, which is an India-based music television channel owned by Zee Entertainment Enterprises, which broadcasts in Hindi and other regional languages. It also features humour, animation, spoofs and celebrity lifestyle in addition to music. Shows like Pyaar Tune Kya Kia, Aye Zindagi and Love Diaries are among the shows added to the list with an intention to grab the eyeballs of the viewers.

    The Times Group’s Indian glamour and entertainment television channel—Zoom which started out as a music, Bollywood and serial channel, pulled serials quite quickly off the air, within months it was a music + Bollywood news channel.  The OTT platform Viu is now experimenting with the OTT-to-TV format. It has tied up with lifestyle channel Zoom to broadcast its shows, Spotlight and Gehraiyaan to bring in larger audiences. 

    Breaking away from the mould, Sony Mix still stays pure to music. MTV Beats is one that shows celebrity-curated theme-based music shows like Fit Stop with Sunny Leone and House Party with rapper Badshah. Mastiii has shows that are related to music too.

    Also, Zee Entertainment Enterprises’ 9XM has the popular The Bakwaas Show where film stars come to promote their films. Do Pal Ka Interval is a humorous take on the upcoming Bollywood movies based on their trailer and story.

    Although the music content on music channels is steadily diminishing, the jury is still out on whether consumption of music will become an online phenomenon. Only time will tell if the move to reality shows will pay dividends in the long run for the channels.

  • 9XM & Bindass Play slip, Mastiii retains lead

    9XM & Bindass Play slip, Mastiii retains lead

    MUMBAI: Mastiii remained on the top of the chart, but witnessed a slight dip in numbers in week 32 of Broadcast Audience Research Council (BARC) all India (U+R) ratings.

    The channel received 165639 Impressions (‘000s) sum in comparison to last week’s 170033 Impressions (‘000s) sum. B4U Music remained stable with 108487 Impressions (‘000s) sum in the second position.

    The channels that witnessed change were — Sony MIX and 9XM. The 9X Media channel that was in the third position last week got pushed to the fourth place with 95493 Impressions (‘000s) sum. This placed Sony MIX in the third spot with 107529 Impressions (‘000s) sum.

    Channel V and Bindass Play too went on to exchange their positions. Channel V claimed the eighth spot with 40853 Impressions (‘000s) sum as Bindass Play got pushed in the ninth place with Impressions (‘000s) sum.

    ALSO READ :

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    For detailed report, read here:

    BARC Week 32: 9XM and Bindass Play slip from their positions

  • Mastiii retains lead, MTV Beats HD enters chart

    MUMBAI: In week 26 of Broadcast Audience Research Council (BARC), all India (U+R) did not see significant changes in the chart. Mastiii being the champ, witnessed increase in numbers from 158171 Impressions (‘000s) to 161622 Impressions (‘000s) and stayed in the lead.

    Last week’s second place holder 9XM maintained its position with increase in numbers from 110258 Impressions (‘000s) to 115710 Impressions (‘000s) in week 26.

    B4U Music got pushed back to the fourth position with 85383 Impressions (‘000s), whereas, Sony MIX climbed up the chart with 94798 Impressions (‘000s), positioned at the third position in week 26.

    For detailed report, read here:

    BARC Week 26: Mastiii continues to be at the top; MTV Beats HD enters chart

  • Mastiii claims to give better cost vs RoI for advertisers

    MUMBAI: Mastiii has emerged as the topper in BARC week 24 and 25. Now, it is taking forth to advertisers its viewership strength claimed to be 238 million with Mastiii super prime time.’ This move claims to bring a more Cost vs ROI-conscious approach for advertisers.

    SABgroup CEO Manav Dhanda revealed, “97% of the Mastiii super prime time audience is also viewing Hindi GEC.” He claimed that their prime time was better than several prime time shows of some Hindi GECs.

    “The music genre reaches out to over 406 million viewers on an average monthly basis of which Mastiii commands 59 per cent share in the 2+ segment making it an important part of advertisers’ brand marketing portfolio,” he said.

    “Audience loyalty makes Mastiii slot of 8:30am to 10:30am a great opportunity for targeted advertising, along with their other high-reach mix of TV channels,” Dhanda added.