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Sadhna TV Group’s news channel re-enters Bihar market ahead of elections

MUMBAI: With assembly elections
round the corner, Prabhatam Group-
owned Sadhna TV Group has re-
entered the Bihar market by
expanding the coverage of its news
channel Sadhna News Bihar/Jharkhand
to the state.
Launched in December 2008, Sadhna
News Bihar/Jharkhand was a dedicated
news channel for Bihar and
Jharkhand. However, the company
later withdrew from Bihar and limited
the scope of the channel to Jharkhand
The channel is looking to make hay as
political parties are expected to
splurge big money on advertising to
reach out to the voters. The
politically significant state will
determine the future course of
politics in the country.
ETV Bihar/Jharkhand, Sahara Samay
Bihar/Jharkhand and Maurya TV (Zee
Purvaiya) are the main players in the
Apart from Sadhna News Bihar/
Jharkhand, the company also owns and
operates four more channels, which
include two news channels (Sadhna
News Uttar Pradesh/Uttarakhand and
Sadhna News Madhya Pradesh/
Chhattisgarh) and two devotional
channels (Sadhna Bhakti and Ishwar
“It is the right time to launch the
channel in Bihar due to the impending
assembly elections,” Sadhna TV Group
owner Gaurav Gupta told
He added, “It’s an important election
so all the parties are spending money.
Besides political ads, we also see good
opportunity in commercial
He also said that the channel would be
available on all cable TV platforms in
Bihar and Jharkhand. The company
hopes to cover 90-95 per cent of all
cable TV households in the two states.
Talking about the challenges in
getting distribution for the channel,
he said, “It’s a fragmented market
and analogue is still running, so it’s
difficult to get in small towns.”
The news channel will have bureaus in
Patna and Ranchi. S Mukherjee will
continue to be the editor of the
channel. The news channel will have a
network of 50-60 reporters and
“We have already deployed our team
and OB vans in Bihar so it will be a
full-fledged channel for Bihar and
Jharkhand,” he stated.
According to Gupta, the ad market in
Bihar is not very big but it is growing
due to increase in purchasing power of
the people.
He also said that the channel would be
viable. “In six months, we hope to get
good numbers because of elections. We
are experienced in running a news
channel,” he stated.
The channel will be promoted primarily
through outdoor hoardings.
The company had recently got a
licence for a non-news channel named
Positive Health. “We don’t have any
plans to launch anything at this
point,” Gupta said.

Sadhna TV Group’s news channel re-enters Bihar market ahead of elections

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