MUMBAI:  On the occasion of Independence Day, Hindi music channel Manoranjan Music will be launched and will air back to back music from golden era. This will be a free to air channel and will focus on Tier II and III cities.

Speaking with Radioandmusic.com, Creative Channel Advertising and Marketing promoter Sahib Chopra said, “We have major clients like HUL, Procter & Gamble, ITC and many major advertisers who advertise on our movie channel Khushboo TV. From these clients and through our market research, we understood that they get more sales and volume from these markets. Our main criteria are to make their reach stronger in Tier II and III cities so Manoranjan will focus on states like Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand, Rajasthan and Odisha. Along with these states, Manoranjan will also promote our channel in top four cities,” Chopra said.

Speaking about the existing competition in the market, he said, “We have music channels already existing like Masti and B4U, from whom we will face competition. But because of the songs that we air that covers 80’s and 90’s era, we will have fresh set of audience. Our target audience is 25 plus. It will consist 70-80 per cent of our viewers; rest will by youth, as they are the music takers of India today.”

Most of the content that will be aired is music which will be followed by shows that will be hosted by two anchors. The anchor-based show will air from October.  “We are planning about the content. Most of the programming ideas are under consideration. Currently, we will only have back to back music. We have acquired right from independent label companies and major label companies to offer best in music before the 2000 era.”

Last year, Creative Channel Advertising and Marketing had announced that they are coming up with music and movies channel Khushboo TV. Earlier, Khushboo TV was proposed to be a Hindi music channel.