Regional

Karnataka Opening Up!

Published

20 years ago

May 13, 2006

In the last two years, the South Indian television market has witnessed much churn in terms of fresh investments and new initiatives. In all the languages combined, at least 10 new channels were launched during this period. In this two-year period, there has been one market missing all the action – Karnataka.

However, 2006 holds something different for the Rs 1.5 billion Kannada television market. Zee has made the first move by launching its second South Indian channel Zee Kannada, a pay channel, on 11 May. Not to be left behind, the Hyderabad-headquartered Associated Broadcasting Company Pvt Ltd, which runs Telugu news channel TV9, is targeting a July launch for its Kannada news channel – TV9 Kannada.

Exploring the news space further in the market will be Kannada Kasturi, promoted by chief minister Kumaraswamy‘s wife Anitha. The news channel is expected to launch by year-end.

Though the Kannada television market is the third largest player in the regional space (behind Tamil and Telugu), it, surprisingly, didn‘t help much in attracting new investments. While the Rs 1.25 billion Malayalam (Kerala) television space witnessed the launch of about five channels in 2005, Karnataka received just one single player, Udaya 2, a youth-oriented music channel from the Sun Network stable. And it required two outside players – Zee and TV9 – to bring some changes in the pattern.

“It has something to do with people‘s mindset. It looks like Kannadigas are not very enterprising when it comes to television. They are more involved with the film business. Also it requires a mammoth effort to make your presence felt in the market since you have two established players — ETV and Udaya — to compete with. Then, Hindi also attracts audience here,” points out Shyamsundar, head of the production house Yantra Media.

Explains ETV chief producer Manvi: “The Kerala market is different from Tamil and Telugu because, here it is not a one-sided competition. Asianet and Surya are going neck and neck, but you have smaller players also making significant contributions. The market attracts fresh investments since it is open to all kinds of experiments and fresh programming strategies. In Kerala, new players are thriving on this confidence. Other regional markets are yet to deliver that confidence.”

In that case, what is the strategy that Zee has zeroed in on to take on ETV and Udaya in Karnataka? The media behemoth had suffered a setback five years ago when it first entered the South market through Kannada with Kaveri TV through a joint venture with Asianet. Understandably, Zee has done its homework before making the second attempt as an independent venture now.

The preparations included extensive field research involving about 700,000 households to get its programming mix right. Soaps, films and telefilms will constitute 25 per cent of the channel programming. Gameshows and talk shows will make up another 25 per cent. As for the rest of it, there will be a stress on current affairs programmes, events and film-based shows.

Zee Kannada‘s positioning is in direct contrast to that of its southern sibling Zee Telugu. The one-year old Telugu channel targets the young upwardly mobile viewer segment, while Zee Kannada is following the traditional strategy of going for the mass audience.

“Being the second largest player in the regional space, you can afford to experiment a lot in the Telugu space. We had our options to choose our target group (TG) in Telugu. But Kannada is a comparatively a smaller market. Hence, the plan is to follow the traditional strategy,” states head of Zee South Initiatives Ajay Kumar.

Most importantly, Zee Kannada will be making a conscious attempt to be very close to Kannada culture and retain the local flavour in its programmes. According to market sources, Zee has adopted this strategy from ETV Kannada.

“ETV‘s programmes are very local oriented and that is the channel‘s USP. Almost 95 per cent of the programmes are done by local producers. Zee Kannada seems to be following the same strategy by signing up a chunk of local producers. At the same time, Udaya follows a different gameplan as it explores the whole of South and Hindi as well (Balaji Productions),” says a source.

Shedding light on the programming strategies of the leading channels, both Udaya and ETV Kannada have created their own compartments in the space. ETV banks on serials and fiction programmes, while Udaya is known for its films and film based programmes. Udaya has three more channels in Udaya News, Ushe (film and music) and Udaya 2.

One common strand in any South market is films and this plays a crucial role in Kannada television as well. Acquisition costs for a blockbuster film ranges from Rs 15 million to Rs 20 million.

Knowing that having strong film content would matter a lot for the channel‘s strategy in the movie-crazy market, Zee Kannada has acquired a combo package of new and old films to create its movie library.

“Since the TG is the same, Zee Kannada will have a head-on collision with Sun Network‘s Udaya TV and its sister channels. In this context, having strong film content will be crucial,” says a source.

“Though ETV Kannada acquires many good films every year, Udaya is ahead when comparing the number of films acquired,” adds Shyamsundar.

Switching to the news space, we have TV9 Kannada and Kannada Kasturi gearing up to explore the relatively virgin land. Finally offering some competition to the lone player in the segment, Udaya News. Kannada Kasturi is still in the process of streamlining its strategies whereas TV9 Kannada is preparing the ground for a July launch.

Driven by the tagline “Close to your heart”, TV9 Kannada is positioned as a young-at-heart, urban news channel with an international look and feel. TV9 has adopted its Telugu strategy for Kannada as well.

“We targeted the urban youth and women with TV9 Telugu. We are following a similar strategy for TV9 Kannada also. Within a short duration, TV9 Telugu reached an impressive position in the market, and we are confident of repeating this performance in Kannada as well,” states TV9 chief news coordinator Rajasekhar.

TV9 Kannada is planning to create a space for itself in the film-crazy, entertainment-oriented market through efficient coverage and innovations. “The idea is to crack the market by providing something fresh. Kannadigas are used to the traditional methods of news delivery and presentation. Our attempt will be to take it to a new level, with a lot of innovations. The plan is to woo the urban crowd by offering them international standards in the local language,” says Rajasekhar.

Inspired by the entry of new players, the Kannada television market is targeting a 25 per cent expansion this year. Market analysts feel that this would also inspire more local advertisers, including retailers, to try television.

“The ratio between local advertisers versus national advertisers is as low as 10 per cent versus 90 per cent in Karnataka. The television advertising here totally depends on Mumbai and Bangalore clients. We hope this will change with the entry of players such as Zee and TV9,” says Shyamsundar.

“The market has the potential to touch even the Rs 2 billion mark in a short time. New players mean competition, but it is surely a good sign for the business,” adds Manvi.

Related Topics:GECs Kannada Karnataka Television Zee

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Deepak CR joins BIG TV 24×7 as Chief Manager – Media Solutions

Published

1 week ago

February 2, 2026

indiantelevision.com Team

Kerala: Deepak CR has switched channels and pace. The broadcast-industry hand has joined Big TV 24×7 as chief manager, media solutions, betting on sharper monetisation as regional television and digital video chase the next ad dollar.

The move caps a steady climb across ad sales, digital strategy and distribution. Deepak CR brings experience spanning OTT, product analytics and management, UX, web development and hosting, digital marketing, and television and digital ad sales, a toolkit built for a market where content is plentiful but revenue is fought for.

He arrives from Bharat Media & Entertainment Group, where as senior manager, business development he worked the ad market and client pipeline. Before that, at Reporter Broadcasting Company, he handled media solutions and ad sales, from client onboarding and pitch proposals to payment cycles and yield management, helping the channel hold share in a crowded territory.

The longest stint came at Flowers TV, nearly seven years in digital ad sales and time sales. There he chased new business, worked with agencies, built cross-platform media plans and ran display and video campaigns through Google Ad Manager. He also developed working knowledge of web hosting, SEO and digital marketing, increasingly useful as broadcasters blur into digital publishers.

Earlier, at WebMobi Network Solutions, he sold content delivery network services, managing client relationships and hunting fresh revenue in the streaming ecosystem.

The timing is telling. As broadcasters juggle linear TV, streaming and hybrid ad models, media solutions roles are becoming commercial nerve centres. Big TV 24×7 is signalling it wants a bigger slice of that pie.

New chair, same game. Find the clients, grow the yields and keep the ads flowing. In a market that never sits still, neither does Deepak CR.

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Brand house Bigg Boss Marathi Season 6 turns the spotlight on sponsors

Published

4 weeks ago

January 14, 2026

indiantelevision.com Team

MUMBAI: When the house fills up, so does the brand roster. Bigg Boss Marathi Season 6 has signed on nine leading sponsors, underlining the franchise’s pull as one of Maharashtra’s most influential entertainment properties across television and digital. The latest season once again positions the show as a magnet for brands looking to blend scale with cultural relevance in a market that rewards regional nuance.

The sponsor lineup is spread across multiple tiers. Danube Properties and Santoor Soap come on board as co-powered partners, while MYK Laticrete, Pitambari, P. N. Gadgil & Sons, Gemini Cooking Oil and Cotton King have joined as special partners. Society Tea and Tunwal E-Motors complete the lineup as associate sponsor.

For returning sponsors, the appeal lies in the show’s ability to deliver repeatable impact. Danube Properties, which previously partnered Bigg Boss 19, said the Marathi edition allows it to deepen engagement with regional audiences built on aspiration and trust. Santoor Soap echoed that view, pointing to strong recall and engagement from past integrations and highlighting the show’s value in reinforcing its progressive woman narrative within culturally rooted storytelling.

Other brands see the show as a platform that goes beyond visibility. MYK Laticrete described the association as a way to build trust through sustained presence, while Pitambari said the partnership coincides with the launch push for its Dishwash Gel, leveraging the show’s reach into everyday households. Jewellery major P. N. Gadgil & Sons returns for a second consecutive season, citing the programme’s cultural stature and the added appeal of host Riteish Deshmukh.

From kitchen staples to clothing and EVs, the diversity of categories reflects the show’s broad audience base. Gemini Cooking Oil called the partnership a natural alignment between two No.1 brands in Maharashtra, while Cotton King sees the association as a springboard to build recall and relevance. Society Tea continues its long-standing relationship with the franchise, and Tunwal E-Motors is using the platform to push its message of affordable electric mobility to mass audiences.

With Season 6 assembling a crowded sponsor house, Bigg Boss Marathi once again demonstrates why regional entertainment has become prime real estate for marketers. In a cluttered media landscape, the show’s mix of scale, loyalty and cultural currency continues to make it one of the safest bets on the brand board.

Danube Group founder & chairman Rizwan Sajan said, “After the overwhelming response to our association with Bigg Boss 19, we are delighted to extend our partnership to Bigg Boss Marathi. At Danube Properties, we believe in meeting our audience where they are, and this collaboration allows us to connect more deeply with regional audiences who share our values of aspiration, trust, and progress. This partnership reinforces our commitment to building meaningful relationships across cultures and communities.”

Wipro Santoor (Wipro Consumer Care) CMO Prasanna Rai said, “Santoor’s growth to become the largest soap brand in India, has been driven by deep consumer connections. High-impact regional programs like Bigg Boss Marathi allow us to build these bonds authentically with culturally rooted audiences in ways that broader national properties miss. Our integration last year delivered strong engagement and exceptional recall. We are excited to partner with Bigg Boss Marathi once again, continuing to weave Santoor’s progressive woman narrative into the show’s storytelling and further strengthening our presence in every Marathi household.”

MYK Laticrete president of sales & marketing Amarbir Palta said, “Bigg Boss Marathi offers a deeply regional and culturally rooted audience. Our partnership with this show goes beyond visibility, it’s about connecting with culture and building trust through sustained visibility. This association reinforces one clear promise: Any tile, any surface, MYK LATICRETE delivers unmatched excellence in tile adhesives.”

Pitambari Products Pvt. Ltd. DGM Priya Prabhudesai said, “We are proud to be associated with Bigg Boss Marathi, a platform that truly connects with millions of Indian homes. Through this association, we are launching Pitambari Dishwash Gel with the aim of reaching every household. With its unmatched reach and strong entertainment value, this collaboration allows us to engage with consumers in a fresh and impactful way.”

P. N. Gadgil & Sons Limited CFO & COO Aditya Modak said, “We are proud to associate with Bigg Boss Marathi Season 6 for the second consecutive year. The show commands a distinct cultural stature with a loyal following, and the presence of Riteish Deshmukh as host has further elevated its appeal and scale. This partnership enables us to engage meaningfully with a new generation of discerning audiences while reinforcing our legacy of trust across Maharashtra.”

Cargill Foods India senior director for GTM Retail Shailesh Khurana said, “Gemini has always been the first choice of Maharashtra’s kitchens. Partnering with Bigg Boss Marathi, the state’s most loved show, is a natural fit when two No.1 brands come together, it creates a winning story for millions of households.”

Cotton King Pvt. Ltd. managing director Koushik Marathe said, “Cotton King is proud to associate with Bigg Boss Marathi for the first time. The show offers a powerful platform to connect with millions of viewers and strengthen brand recall. We’re excited to drive visibility, relevance, and deeper consumer affinity through this partnership.”

Society Tea senior marketing manager Chandrashekhar Bhosle said, “Our association with Bigg Boss Marathi has been a strong and rewarding journey. With the show’s growing scale and engagement, we are confident Season 6 will deliver an even bigger impact for Society Tea.”

Tunwal E-Motors chairman and managing director Jhumarmal Tunwal said, “Tunwal E Motors Limited has always been committed to making sustainable and affordable electric mobility accessible to the masses. This association reflects our vision of driving Bharat towards a cleaner, smarter future by bringing reliable EV solutions closer to consumers across the country.”

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Celebrating World Hindi Day: Guess which country besides India officially speaks Hindi?

Published

1 month ago

January 10, 2026

indiantelevision.com Team

MUMBAI: Every January 10, millions of Hindi speakers pause to celebrate a language that is far older than its official tags and far wider in reach than its South Asian origins might suggest. World Hindi Day honours the cultural legacy and expanding global presence of Hindi, a language that connects people across continents and generations.

The idea for World Hindi Day was born more than four decades ago at the first World Hindi Conference, held on January 10, 1975, in Nagpur, Maharashtra, with delegates from around 30 countries gathering to promote Hindi beyond India’s borders. Two decades later, in 2006, the Indian government formalised the observance, giving the language its own annual moment on the global calendar.

A language without borders
Hindi’s reach today is remarkable. Spoken by hundreds of millions, it ranks among the most spoken languages globally, trailing only behind Mandarin Chinese and English in sheer number of speakers. Estimates suggest that roughly 600 million people use Hindi in some form, whether as a first or additional language.

While India remains the heartland of Hindi, its influence stretches far beyond. Fiji stands out as a singular testament to the language’s overseas journey: in 1997, Hindi was enshrined as one of the island nation’s official languages, recognising the linguistic heritage of its Indo-Fijian community, whose ancestors carried Hindi dialects with them more than a century ago.

Across South Asia and beyond, Hindi resonates in everyday life. In Nepal, it is widely understood and spoken, especially in border regions; in countries such as Mauritius, Trinidad and Tobago, Suriname and Guyana, it lives on through generations of diaspora communities, where Indian traditions remain woven into the cultural fabric. In the United States, the UK and Singapore, Hindi classrooms and community hubs reflect a growing appetite among younger generations to engage with the language of their forebears.

Roots in history, wings in culture
Back home, Hindi’s story predates modern nationhood. As a descendant of Sanskrit and a mosaic of dialects such as Awadhi, Bhojpuri and Khariboli, the language evolved and spread over centuries, absorbing influences and adapting to local cultures. Its script, Devanagari, is recognised for its phonetic clarity and literary heritage.

In India, Hindi was adopted as an official language under Article 343 of the Constitution in 1950, written in Devanagari, and today it serves as a major medium of communication, administration and education across much of northern and central India.

World Hindi Day celebrates these roots and the vast cultural landscape built upon them. It is marked by seminars, workshops, poetry recitals, youth contests and academic exchanges not only in India but in embassies, universities and cultural centres worldwide. The aim is simple but ambitious, to honour Hindi’s heritage while encouraging its use as a vehicle of global communication and intercultural dialogue.

A language in the digital age
Hindi’s rise has not been confined to temples, lecture halls and diasporic festivals. In the digital age, Hindi content has exploded across the internet, from social media to video platforms, blogs to online publications. Hindi is now one of the most visible languages on the web, with millions of users creating and consuming content daily.

This digital presence reinforces Hindi’s living nature, it is not a museum piece but a language that continues to grow and adapt. Whether in informal chat, academic discourse, cinema, television or social media, Hindi remains vibrant, expressive and deeply connected to the lives of its speakers.

More than words
World Hindi Day is not merely an ode to vocabulary or grammar. It is a celebration of identity, memory and community. For many, Hindi is a bridge between past and present, home and diaspora, tradition and innovation.

Across classrooms in India and cultural forums abroad, the message is the same: Hindi is not just a language of heritage, it is a dynamic force in contemporary culture and global conversation.

Hindi in popular culture and entertainment
Hindi’s influence extends far beyond classrooms and diaspora communities; it thrives in everyday entertainment and global pop culture. Daily soaps on Indian television have played a major role in spreading the language, not just in India but across the world. Many popular serials are dubbed into local languages or subtitled to reach international audiences, airing in countries such as Nepal, Mauritius, the UAE, the UK, the USA, and parts of Africa and Southeast Asia. Diaspora communities often tune in to these shows to stay connected with Indian culture, while local audiences are drawn to the stories, music, and traditions portrayed. These soaps bring Hindi into homes daily, reinforcing vocabulary, idioms, and cultural references, while shaping social conversations and entertainment habits. From family dramas to mythological epics, Hindi television has become a vibrant vehicle for both cultural preservation and global reach.

The language has also captured the attention of global celebrities and influencers. Stars like Nick Jonas have been spotted jamming to Hindi tracks, while other international musicians and social media personalities incorporate Hindi music into performances and content. This crossover into mainstream global entertainment highlights Hindi’s appeal as a vibrant, expressive language that resonates across cultures, making it not just a language of heritage, but a dynamic force in contemporary global culture.

On January 10 each year, as events unfold from Nagpur to Nairobi, from Suva to San Francisco, that force is recognised and celebrated. Hindi’s journey from village speech to global stage continues, nuanced, powerful and unmistakably human.

In nations such as Mauritius, Hindi enjoys cultural significance and is commonly spoken, but it is not listed as a constitutional language. Similarly, in Nepal, Hindi is widely understood and used, yet Nepali remains the official language. In Suriname, the Indian-origin community predominantly speaks Sarnami Hindustani, a variant of Hindi. Other countries, including Guyana, Trinidad and Tobago, South Africa, the UAE, the USA and the UK, also have sizable Hindi-speaking populations, and in some cases, Hindi is recognized in limited contexts, such as court proceedings in Abu Dhabi, but it does not hold national official status.