General entertainment channels are no longer viable ventures,” points out Markand Adhikari of Shri Adhikari Brothers, the company that launched its second channel, Mastiii, yesterday.
Its content comprises spoofs and comedy shows, interspersed with Bollywood music. It has been on air with test signals for the last few days.
Adhikari, who had earlier launched SAB TV, which eventually became Sony SAB, says that his company preferred a niche channel to general entertainment because “the audience is bored of run-of-the-mill melodrama”.
He reasons that while there are many comedy shows on various channels, there isn’t a special channel dedicated to spoofs, comedyand music. “So, we roped in stand-up comedians, Raju Srivastava and Suresh Menon, whose acts keep everyone in splits,” says Adhikari.
“We all need comic relief after a hectic day so we combined music with humour and launched Mastiii.”
Looking ahead Shri Adhikari Brothers once produced shows like Shriman Shrimati on Doordarshan. However, after the launch of their first general entertainment channel, SAB TV, the production company cut down considerably on content generation.
The reason, says Adhikari, was because they were focused on launching their next channel. He asserts, “We always wanted to do something different in the broadcasting space.”
Seventy-five per cent content on the channel is Bollywood music and the remaining 25 per cent focuses on one-minute fillers, gags and jokes.
Apart from Srivastava and Menon, comedians like Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra will also be seen on
The gags and spoofs during the test run ranged from the common man’s challenges in the hinterland to the wise man at a village’s ‘chaupal’ who turns joys and miseries into soulful couplets, from Yuvraj Singh’s form to Mallika’s hemline.
Also aired were parodies on famous Bollywood scenes highlighting issues like the economic slowdown affecting the cash reward on Gabbar to the attitude of news channels towards ‘breaking news’.