After Telugu, Shop CJ plans to enter other South markets | DTH Forum with Fastest DTH Updates

After Telugu, Shop CJ plans to enter other South markets
MUMBAI: Shop CJ Network, the equal
joint venture (JV) between Korea’s
CJ O Shopping and private equity firm
Providence Equity Partners, is
planning to launch three more
regional home shopping channels in
South India in the next one year.
Once the South India expansion is
completed, the company plans to
penetrate deeper with dedicated
regional-language channels for key
markets like West Bengal and
The TV home shopping network had
launched a Telugu channel named Shop
CJ Telugu for Andhra Pradesh and
Telangana. The channel is available on
leading cable TV platforms in the two
states. It is also eyeing carriage on
direct-to-home (DTH) platform Sun
Direct, which has strong regional
footprint in the South.
“We are planning to launch channels in
all the four South markets. We have
launched the Telugu channel. We also
plan to launch channels in Kannada,
Tamil and Malayalam. We are looking
at launching these channels in a one-
year horizon,” Shop CJ Network chief
financial officer N Ramakrishnan told
“South is the first priority for us.
Once we have completed Southern
expansion, we will aggressively go for
other languages as well. If there
were no constraints, we would also
want to have a Bengali as well as a
Marathi channel.” had earlier
reported that Shop CJ was planning to
expand into South with regional
channels. Raj Kundra- and Akshay
Kumar-promoted Best Deal TV was the
first to venture into the South with
the launch of Tamil home shopping
channel Big Deal TV.
The company is following the thumb
rule of launching channels catering to
specific markets depending on the
potential, size and the number of
households in those markets. “In
India, each state is like a different
country, so there is potential to have
one channel per state,” he added.
Talking about the Telugu channel,
Ramakrishna said that the company is
targeting Rs 250 crore (Rs 2.5 billion)
from Telangana and Andhra Pradesh
markets by the next fiscal.
“We are eyeing revenue of Rs 250
crore from Andhra Pradesh and
Telangana in the first full year of
operation which is FY17,” he stated.
Ramakrishna expects the new channel
to break even in the first year itself
because it is an incremental business
to the existing business. “Anything
incremental doesn’t have that kind of
fixed cost, which is why the return
would be faster,” he contended.
Shop CJ is eyeing 40 per cent growth
in turnover this fiscal to cross Rs
1,200 crore (Rs 12 billion) compared
to Rs 850 crore (Rs 8.5 billion) in the
last fiscal. “With existing business,
we will be able to generate higher
topline,” Ramakrishna averred.
The company currently owns and
operates two channels, namely Shop
CJ and Shop CJ2 in Hindi. The launch
of the Telugu channel has taken the
channel count to three. It currently
airs 70 hours of content from its
broadcasting facility.
Shop CJ, which was earlier known as
Star CJ, was rebranded due to change
in ownership that saw Star India
selling its 50 per cent stake in the
company to Providence Equity for $63
million. Reaching over 6.5 crore (65
million) households, Shop CJ claims
that it currently caters to about 40
per cent of the market.
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