Free To Air flagship Hindi GEC Shemaroo TV launches 1st May 2020
Will offer content across genres like comedy, drama, mythology, thriller, crime, and animated content
Available across Cable and DTH network, plus Shemaroo’s OTT Platform ShemarooME
Living up to the 57-year-old legacy of entertaining audiences across categories, genres, and now beyond geographies, India’s content powerhouse Shemaroo Entertainment has announced it is launching its flagship Hindi GEC – Shemaroo TV. The Free To Air (FTA) channel will target the Hindi Speaking Markets (HSM) of India starting 1st May 2020, with the tag line ‘Badalte Aaj Ke Liye.’ It will be available on all major Cable and DTH networks and platforms, along with the company OTT platform ShemarooME.
Scroll down for MEDIABRIEF VIEW on the launch of Shemaroo TV
Shemaroo TV aims to interact with and reach out to families who are continuously looking to adapt to new changes. The channel will come up with a mix of originals and iconic shows, which will be consumed for the first time by a broad set of Free To Air audiences. Launching on 01st May 2020, the channel will be available to audiences on all major DTH operators and cable networks.
Shemaroo TV will offer a decent bouquet of content including iconic shows such as Devon Ke Dev…Mahadev, Dil Se Di Dua, Saubhagyawati Bhava, Great Indian Laughter Challenge, and many more.
Shemaroo TV aims to entertain both rural as well as urban audiences. Once the restrictions on shoots are lifted, the channel will have several original shows targeting both sets of viewers. Shemaroo TV will offer content across various genres such as comedy, drama, mythology, thriller, crime, and animated content that will resonate with audiences across all age groups.
Shemaroo Entertainment has been evolving with changing times and entertaining its audience through different avenues. The launch of Shemaroo TV will be one additional step to extend reach and relevance of the brand across the subcontinent.
The M&E conglomerate recently launched its Marathi movie channel – ‘Shemaroo MarathiBana’ that has already entered the 100-GRP club in a short time.
Commenting on the launch of Shemaroo TV, Hiren Gada, CEO, Shemaroo Entertainment Limited, said, “We, at Shemaroo Entertainment, are constantly evolving and upscaling with the changing times. The content of Shemaroo is spread across different verticals through which we maintain a healthy relationship with viewers and advertisers equally.
“While we manage large digital platforms, entering into the broadcasting space will help us with reach and enable us to build a stronger affinity with the audiences.
“With the launch of our flagship channel, Shemaroo TV, we are excited to strengthen our presence in the industry and deliver our promise of entertaining the Indian audiences,” Gada said.
Sandeep Gupta, COO – Broadcast Business, Shemaroo Entertainment Limited, said, “If we see the current TV space and particularly the Free To Air space, there is large consumption of content but with less variety of shows and genres. Shemaroo TV will be enhancing the entertainment needs of the Indian audiences by its vast offerings of iconic shows, alongwith original shows across various genres.
“We have worked extensively to understand the needs of our consumers and have sharpened our insights based on what will appeal to them. Shemaroo TV will have an extensive reach and we aim to become one of the most popular destinations in the Free To Air General entertainment space,” Gupta said.
The launch phase will see a marketing campaign by Shemaroo TV, which will focus on Television and Digital media. The channel also launched a brand campaign video that emphasizes the changing times and how families are aspiring and adapting to the new era, thus highlighting the tagline ‘Badalte Aaj Ke Liye.’
Shemaroo TV seems to be a very promising entrant into the space of FTA Hindi GECs. What will stand the channel in great stead is the vast content library of Shemaroo Entertainment. It has one of the best content libraries in Bollywood films that includes some of the best evergreens — which should be a big draw amongst FTA viewers in the HSMs.
Also, the ShemarooME slate of mythological and religious Hindu and Islamic content, if extensively used, will be huge draws. The popular show Devon Ke Dev… Mahadev should be a daily glue. While we haven’t seen the Shemaroo TV FPC yet, we assume it will have the usual smart and aggressive scheduling and cross promotions that Shemaroo has been privy to ever since the days it partnered the launch of Sony Entertainment Television in India, way back in end-1995. One expects Devon Ke Dev… Mahadev to do well, and to be used smartly to cross-promote just two properties Shemaroo TV has the most confidence in.
Let’s look at what’s working across Hindi GECs, across India. The Top 5 shows per BARC in the GEC Category across all markets in the week of 11th to 17th April 2020 (top program ranking based on average rating across all original airings in the week) were Ramayan on DD National, Mahabharat on DD Bharati, Baba Aiso Var Dhundo (Drama), Mahima ShaniDev Ki (Mythological) and Bandini (Drama) on Dangal.
So this seems to be the perfect time of year to launch a flagship FTA Hindi GEC like Shemaroo TV, spearheaded by a marquee mythological series like Devon Ke Dev… Mahadev. Of course, new original series in drama would definitely have strengthened Shemaroo TV no end, but it’s definitely a temporary limitation. With its superb movies library and the other iconic shows like Khichdi, the Great Indian Laughter Challenge, Dil Se Di Dua and Saubhagyawati Bhava — particularly the two named last– Shemaroo TV is prepared for a, well, dangal (wrestling match) in the HSM.
And in a really weak advertising market thanks to the ongoing pandemic, the parent company has decided against under selling its inventory and therefore eschewed having a bunch of advertisers from Day One. They’ve decided to go to market after the lockdown with the rates they should deserve after hopefully establishing and growing channel viewership and popularity. Which we believe they should definitely be able to.
It all depends upon how well it is distributed, and how quickly Shemaroo TV can come on to the HITS Platform NXT Digital too. It isn’t available on Sun TV right now, but it must be made available on the HITS Platform NXT Digital. We expect it to get on to NXT Digital soon enough, considering the popular HITS platform already offers an interesting content package of 5 Shemaroo channels. The Shemaroo TV content should help add considerable value to the small HITS LCOs and their subscribers too. (Pavan R Chawla)