MUMBAI: Sri Adhikari Brothers Ltd (SAB) is all set to launch a new music channel in Marathi from May. The channel, according to information received will be named ‘My Boli’ and will showcase Marathi music and comedy.

SAB, which has been producing content for television since 1995 and entered broadcasting segment in 2000, has reportedly invested Rs 200 crores in four regional GEC channels and  five niche channels.

The new 24- hour music channel will follow a similar programme format to that of SAB’s Hindi music channel- ‘Mastiii’ with Marathi songs mixed with comic acts by comedians. 

However, SAB Group vice-chairman & MD Markand Adhikari declined to confirm the development and said official announcement will be made through their representatives. 

Regional entertainment market is increasingly attractive to advertisers as viewer base and purchasing power extends beyond the country’s metros.

According to a Ficci-KPMG report, regional channels accounted for around 27 percent of the total television viewership in 2012, Tamil and Telugu markets accounted for around 50 percent of the total regional viewership, with Marathi and Bengali markers account for 29 percent of the regional viewership.

"Regional channels are estimated to account for approximately 30 percent of total revenues of Star and Zee networks. Regional channels command an advertising market share of 27.2 percent, which is proportionate to their viewership share," the report said.