SAB takes ‘Dhamaal’ to Gujarat

17 Jan,2013

By A Correspondent

 

Sri Adhikari Brothers’ has announced the launch of its Dhamaal channel in Gujarat. While test runs are scheduled to start today, the channel will formallly launch on Monday, January 21.

 

Well-known comedians like Rakesh Bedi, Anant Desai, Raju Shrivastav, Siddharth Randheria and Sailesh Lodha will be featured in primetime shows like Madam Ki Paathshala, Bachchan Pandey Ki Toli, Galat Family, Bahut Khoob and Kya Samachar Hai, and will be joined by Gujarati comedian Girish Kumar.

 

The Gujarat launch happens on the back of Dhamaal’s successful launch in MP, Chhatisgarh and Rajasthan. For Uttar Pradesh, Bihar, Jharkhand and Uttaranchal, the SAB network runs ‘Dabangg’ channel. Both channels launched in 2011.

 

In December 2011, Sri Adhikari Brothers – headed by chairman and creative head Gautam Adhikari and his brother and vice-charman and managing director Markand Adhikari – had announced the launch of three region-specific channels with much fanfare. The move (“desi content with pradeshik tadka”), hailed as pioneering by the media fraternity then, was aimed at tapping the vast potential of local businesses in these regions.

While Dhamal and Dabangg were to cater to audiences from Rajasthan in the west to Bihar and Jharkhand, the Gujarat channel was to be called ‘Dhamakaa’.  “Dhamaal has a positive vibrancy to the name,” Mr Markand Adhikari told MxMIndia when asked on the name change. Dhamakaa, on the other hand, has a negative meaning too – that of a blast. Whatever be the name, one can be sure that like the rest of the channels in the network, the Gujarat version of Dhamaal will also make the big boys in the business sit up and take notice.

 

 

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