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Sindhi, Rajasthani, Bihari TV channels on the anvil

At a time when there is a glut of satellite television channels and even channel surfing is becoming a bore, one way of hooking viewers is to beam programmes in their regional languages since most channels are still in English and Hindi.

And while channels have already been launched in about nine languages including all those spoken in South India, there is a move to venture into areas where other languages are spoken. After the recent announcement about launch of channels in Rajasthani and Bihari later this year, a Delhi-based entrepreneur has now announced the starting of a Sindhu channel catering to Sindhi, Multani and Kutchhi communities.

While channel Rajasthani will commence in October, Sindhu TV will be broadcast from November and channel Bihari will start from December. The channels, which will be round-the-clock and free-to-air, will also telecast programmes in the languages and dialects spoken by people in areas covered by them.

The three channels are the initiative of Pavan Malhotra, managing director of Beyond Images, who said that that $7 million had been invested in the Rajasthani and Bihari channels. He indicated that the investment had come from non-resident Indians.

Malhotra revealed that the languages and dialects to be covered by Sindhu TV will include Vicholi, Lari, Lasi, Thari, Sareli, and Sarayaki. Channel Rajasthani will include Marwari, Dhundhari, Mewari, Bagri, Malvi and their dialects. The languages on channel Bihari will include Bhojpuri, Maithili, Maghi, Santhali and Ho Bhasha, apart from Creole which is spoken by Mauritians.

He said Sindhu TV will cater to the aspirations of 80 million Hindu and Muslim Sindhis, Multanis and Kutcchis all over the world. The programme content will include religious texts that date back to the Indus valley civilisation since a large population speaking these languages comes from there.

Malhotra, who was earlier a senior executive with the RPG (HMV) before leaving to launch the Punjabi World Channel, said the channels will initially be oriented to entertainment, but news may be introduced after uplinking rights are obtained from the government.

He said that it was important to realise that people speaking these languages had ancient traditions and a history to be proud of, but this had been forgotten - particularly in Bihar - in the light of current realities. But the channels would endeavour to bring to the viewers’ homes the glory of personalities like Lord Jhulelal, Sant Sadhu Vaswani, Lord Mahavir, Kautilya, Rana Pratap, Meerabai, Sita, Valmiki, Rani Padmini, Shekhawati Rajputs and others from these two states.

UNI