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Bhojpuri market is a priority for all FMCG brands: Enterr10’s Joy Chakraborthy
MUMBAI: Bhojpuri content has been giving a tough time to its Hindi counterparts if one goes by weekly Broadcast Audience Research Council of India (BARC) data. In week 45, as in several others, the channel was leading with 63910 weekly impressions (000s). Apart from grabbing the viewership, the FTA channel is also in the top priority list of the advertisers who are targeting the Hindi-speaking belt.
In an interaction with Indiantelevision.com, Enterr10 CEO Joy Chakraborthy informed that 70 per cent of advertising on television is from FMCG brands. When the entire industry was down, television or GECs didn't suffer much due to the FMCG sector. "Bhojpuri market has been a revelation in the last few years as it has a huge population base and it covers Bihar, Jharkhand, UP and Uttrakhand which is primarily the Hindi belt. The market is a single regional market that is a priority for all FMCG brands," said Chakraborthy.
He further said, "This is a priority market for FMCGs and Bhojpuri Cinema is a leader channel in that market. We have most of the FMCG brands on board, HUL, P&G, Dabur, etc, to name a few. We may have said no to certain brands in case they don’t fit in our rate bracket." However, the sector is largely dependent on national advertisers as the regional one are unable to fit into the channel’s advertising bracket.
Chakraborthy states that advertisers can avoid the network if they are targeting Mumbai and Delhi but they can't if they are targeting Hindi belt. “We are three to four times ahead of anybody. We are on very high demands in categories which are focusing on Hindi belt," he said.
Even though Bhojpuri Cinema has been present since 2015, Chakraborthy says that the space is getting competitive only now. “That gives us a larger incentive to strive, think differently and maintain our number one status. This channel is definitely advertisers delight,” he said. The channel has also changed its strategy and is now taking business based on ER (engagement rates) only. “We are seeing good growth on our ERs and this is reflected in the market and people have started accepting us. We started selling proper time-band. Earlier, we were only selling primetime but now we started selling non-primetime. We also started selling fixed programme rates," he said.
The channel has 350+ movies in its library along with the recently launched World Television Premiere slot, which airs fresh content on the channel every Saturday.
"The reach of Bhojpuri Cinema is unparallel in the market and that is across urban and rural. We have the biggest library and are the first destination for film sellers as everyone wants their films to be aired on the no. 1 channel. This is what also gets us the advertising premium. The channel believes in ROI and provides content that is advertising-friendly. The aim to maintain and grow the leadership position is a clear objective. We have a hold on distribution as well as right content procurement to help reach this goal and remain the most sought-after Bhojpuri channel for advertisers," he stated.
The content aired on the channel largely consists of Bhojpuri films and high-impact Bhojpuri award shows/events. "There is no match with the movie content that we have and that is the reason why when you see the adex, maximum no of brands are onboard. The strength of the channel is its unparallel film content that delivers steady ratings. In addition to that, the high-impact, star-studded award shows and events give a huge spike," he opined.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
