Broadbandindia Magazine

After launching Mahuaa Bhojpuri, India’s first dedicated Bhojpuri channel, Century Communication Ltd, through its associate concern Mahuaa Media Pvt Ltd, now  enters West Bengal with its Bengali GEC Mahuaa Bangla. The channel will air an array of programmes across a range of entertainment genres like comedy, drama, action and thriller.

Bollywood diva Bipasha Basu has been appointed as the brand ambassador for this new channel. The actor expressed happiness on being associated with the channel. She said it’s like returning the home because originally I belong to Kolkata.

According to Aradhna Tiwari (Director-Operations, Mahua Media Pvt. Ltd.), “After to the success of Mahua in Bhojpuri, the channel has stepped into Bangla entertainment space. The channel will achieve the same heights of success following its senior entity.”

Tapas Kumar (COO, Mahua Media Pvt. Ltd) told that ‘Jomiye din sharadin’ is the tag line Mahua Bangla. The channel will strengthen the culture and heritage of Bengal and will make a distinguished place in the hearts of Bengali people with its diverse programming. It is notable that in Bangla entertainment space players like Star, Zee and ETV are already there. Mahua will have to compete hard with these existing players. The launch in Kolkata, Tewari said, “With the language and cultural sync between Bhojpuri and Bengali, entering Bengal was the obvious next step to expand the horizon. Bengal has produced many great leaders and Mahuaa Bangla will work towards reviving the traditions, teachings and values to the viewers along with providing them wholesome family entertainment.”

Tapas Kumar added, “Mahuaa Bangla aims to adopt a comprehensive 360 degree approach with complete involvement of the viewers to create recall value and  touch the heart of Bengal through the revival of its rich heritage and glory.”

As part of its programming strategy, Mahuaa Bangla has commissioned Endemol India Pvt Ltd to produce, what it calls, the biggest football reality show on Indian television, called ‘The Match’. The show will look for 11 talented football players in the 16-19 age group from across India and train them to play one single match under the guidance of famed Indian and international football legends like Romario and Branco from Brazil and Subhash Bhowmick from India. This challenger team will play against a well-known football club.

Mahuaa Bangla also aims to revive the various facets of Bangla culture through a series of numerous profiles, besides reserving a lot of time for chat shows with youngsters revolving around the problems faced by the teens of today.