P7 expands broadcast portfolio; launches Punjabi channel

Christened Pearls Punjabi, the channel's content line up will include genres such as news, music, gurbani (religious content), fiction and non-fiction.

While regional has been a growing focus for TV broadcasters in India, Punjabi television seems to be garnering a significant attention within that pie. Pearls Broadcasting Corporation, which until now operated the news channel P7, has now forayed into the entertainment broadcast segment.

The network has launched a Punjabi infotainment channel in a bid to tap into the Rs 125 crore (estimated) Punjabi broadcast market.

Christened Pearls Punjabi, the channel's content line up will include genres such as news, music, gurbani (religious content), fiction and non-fiction.

According to highly placed sources close to the development, the channel will be handled by the same team that takes care of P7. Therefore, while Chandan Srivastava will head the channel as national head and report to Kesar Singh, director, P7, Hiren Mehta will head the regional sales for the channel. It is pertinent to note here that despite several attempts, P7 was not available for any comment at the time of filing the report.

It may be recalled that in August 2011, 9X Media entered the region with 9X Tashan, a Punjabi music channel; meanwhile, Big CBS, the joint venture (JV) between Reliance Broadcast Network (RBNL) and CBS Corp, set foot into the regional space with Spark Punjabi, a dedicated international Punjabi channel, in January this year.