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Purvita Chatterjee

Mumbai , Oct. 5

WITH the second round of bidding for FM radio licences about to commence, Mumbai-based Sri Adhikari Brothers group is eyeing the radio space.

Speaking to Business Line, Mr Markand Adhikari, Vice-Chairman and Managing Director of Sri Adhikari Brothers group, said, "We are looking at a business model for getting into the radio business. There is a possibility of looking at a new brand and a separate entity for radio since the Government is opening up this sector.''

With the Government lowering the licence fee and announcing a revenue sharing arrangement, new players from biggies such as ADAE (Anil Dhirubai Ambani Enterprises) to smaller players such as DS Foods have been eyeing the radio business.

In fact, other media houses too have evinced interest to enter this segment. Big names doing the rounds include the likes of HT Media and Sun TV.

"We should be soon taking a decision regarding entering the radio business and are already working towards it," said Mr Adhikari.

Having sold the SAB TV channel and brand to the global entertainment giant, SET (Sony Entertainment Television), the group has recently undergone restructuring. Today, the Rs 90-crore group's flagship company, Sri Adhikari Brother Television Network Ltd (SABTNL), is a listed entity, while its two other unlisted promoter-owned companies comprise Shri Adhikari Brothers News Network Ltd and Sri Adhikari Brothers Media Ltd under which its two new channels Janmat and Mi Marathi respectively exist.

"We have decided to have two separate companies for our news and regional channels due to the difference in equity dilution norms between news and entertainment," said Mr Adhikari. The Janmat news channel is expected to go on air shortly and it has already introduced a talent hunt for television anchors across the country. Aspiring candidates will be given a chance to anchor shows on the channel. The budding anchors will then join the stalwart anchors already on board such as Mr Vir Sanghvi and Mr Karan Thapar.

With extensive audience participation, Janmat is expected to find its own niche among news channels. Says Mr Adhikari, "There are about 24 news channels telecasting the same news 24 hours. The news space is saturated and fragmented. However, Janmat will create its own space and will be the first channel to focus on people's views blended with news."

There are also plans to take the Janmat channels abroad to markets such as the UK and the US. "We have plans to take Janmat to other international markets on the DTH and cable platforms," states Mr Adhikari. Both Janmat and Mi Marathi expect to break even within the next two years.

Meanwhile, SABTNL will be focusing purely on content and it has already signed an agreement with SET to supply content worth Rs 75 crore. It is also in the process of signing several deals with mainstream and niche television channels for supplying content. The company has also decided to venture into telefilms, animation content and motion pictures.

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Sri Adhikari Brothers eyes FM radio foray

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