New Delhi, Sep 5 (IANS) The nostalgia of old shows, thrill of crime dramas and the legacy of mythological series -- that's how Dangal TV is scaling up the entertainment factor on the small screen, and winning the ratings game.
The channel, owned by Enterr10 Television Pvt. Ltd, started off as aBhojpuri channel, but soon entered the Hindi general entertainment arena with a promise to bring entertaining daily soaps on demand.
Manish Singhal founded Enterr10 Television in 2004. Its flagship channels Enterr10 was launched in 2006, which was followed by the launch of three new channels -- Dangal, Bhojpuri Cinema and Fakt Marathi.
The official site underlines: "Dangal as a channel is showcasing engaging content, which is making our bond stronger with the audience, everyday". That has been proved right by consistent performance.
According to the Indian television audience measurement body, Broadcast Audience Research Council (BARC), Dangal TV tops the weekly list of top 10 channels across genres on all platforms in week 34 of 2019 with 856987 impressions. In the process, the channel has beaten more high-profile competition from Colors, STAR Plus, Zee TV, Sony Entertainment Television, and SONY SAB amongst others.
Dangal came into existence to cater to the Bhojpuri audience, but has expanded its audience base over time. The channel started off by bringing old shows back, and then slowly explored genres according to audience demand. The channel went for a facelift by introducing a set of original shows last year.
Singhal opened up on strategy at the time. "We will not change the name of the channel, only the logo, tagline and the entire graphic of the channel, the kind of promo that we make will be changed in a bid to make the classier version and which will define its personality.... We will not change the programming line-up, instead we will launch the show one by one and will go slowly and gradually," he said in an interview to "indiantelevision.com".
Right now, the channel has added several old hits such as "Baba Aiso Varr Dhoondo", "Rehna Hai Teri Palkon Ki Chhaon Mein" and "Bandini" to its library. There's also "Crime Alert", "CIF" and "Fir Laut Aayi Nagin".
There are reports that they will soon launch a supernatural revenge drama, "Ek Ichadhari Naagin Ka Inteqam", with Nikita Sharma and Jatin Bharadwaj on board as the leads.
Recently, Enterr10 TV Network appointed Shrutish Maharaj as Chief Revenue Officer (CRO). Singhal says this was done to "convert the potential and promise into performance".
"Right products paired with right people are an unbeatable combination and with the exponential viewership growth all our brands have registered in the last year, we needed someone to convert the potential and promise into performance," Singhal said at the time of the appointment in 2018.
To this, Maharaj added: "All the channels of the group are at a crucial stage of their life cycle and ready to be catapulted into a deservedly giant growth trajectory, if backed with the right strategy and implementation."
The channel currently tops the charts, but they haven't gone too aggressive with marketing. The reason, as Singhal pointed out in an interview, is because they believe in word of mouth.
Gopi Adusumilli is a Programmer. He is the editor of SocialNews.XYZ and President of AGK Fire Inc.
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