Raj Television Network, based in Chennai, is launching a general entertainment channel (GEC) in Hindi, named Raj Parivaar.
The group had received the licence to start the new television channel about 6 months ago.
Raj Television Network already operates a bunch of channels focusing on news, general entertainment and music in different South Indian languages.
According to Amit Bose, vice-president (programming) of Raj Television Network, the organisation recently began the dry run of Raj Parivaar by telecasting songs from Hindi movies. The dry run will continue for another two months before Raj Parivaar starts functioning.
The management is also in the process of planning the content and distribution of the new Hindi-language channel, Amit Bose said. The focus of the new TV channel, he explained, will be on giving the viewers “soothing programmes” – or, in other words, “mellowed” and “light” programmes.
Raj Parivaar, Amit Bose added, will operate from Mumbai. The management has not so far made any appointments to the new channel’s key positions.
To start with, Raj Parivaar will be a free-to-air channel, but it may later turn into a pay channel.
Usually, a new general entertainment channel in Hindi would require Rs 3 crore-Rs 5 crore a month, according to Amit Bose.
In addition to Raj Parivaar, the Raj Television Network is planning to start news and music channels in Malayalam and Telugu, as well as a news channel in Kannada, Amit Bose disclosed.
At present, Raj Television Network operates a general entertainment channel in Telugu, called Vissa TV, as also a music channel in Kannada named Raj Musix Kannada.
Raj Television Network had recently entered the field of movie distribution by buying a Tamil-language movie, apart from venturing into production of movies and has produced a few films.
At present, Raj Television Network, having a total revenue of Rs 59 crore, operates 6 television channels – Raj TV, Raj News, Raj Digital Plus, and Raj Musix (all Tamil channels); Raj Musix (Kannada); and the general entertainment channel Vissa (Telugu).
Earlier in January 2010, Raj Television Network had revamped its prime-time programmes on Raj TV, its flagship channel.