MUMBAI: Noida-based production house Vertent Media Soft is all set to launch India?s first matrimonial channel christened Shagun Tv on 26 April.

Conceptualised and promoted by media professional Anuranjan Jha, Shagun Tv will be free-to-air channel initially with plans to go pay in future. The channel will be beamed off the IntelSat 20 satellite.

The promoters are believed to have pumped in close to Rs 500 to 600 million in the launch stage which includes production, distribution and marketing.
 
Focussed on the Hindi Speaking Market (HSM), the matrimonial channel will be launched in North and West region. The bi-lingual channel will have content in English and Hindi however the bulk of content will be in Hindi. It will have six hours of fresh content per day.

However, the channel will not be restricted to HSM only. The promoters have plans to expand the channel to south in the near future.

Currently, it is available on digital cable networks like Den Network, Hathway and InCable in the states of Punjab, Delhi, Maharashtra, Gujarat and Rajasthan. It is available only on one direct-to-home (DTH) platform, Videocon d2h.
 
The matrimonial channel will bring in a rich programming mix from across India which features pre-nuptial and post-nuptial programmes, issues, and relevant information. The channel will feature shows related to wedding, astrology, relationships, shopping including ?Toh Baat Pakki?, ?Gold n Beautiful?, ?Janam Janam ka saath, ?Kundali Bol?.

"The channel will have content that not only appeals to those getting married or looking to get married, but also for those involved in the business aspect of wedding like caterers, wedding planners, florists and jewellers," says Shagun Tv MD Anuranjan Jha.

The yet-to-be launched channel has already roped in a major advertiser like Videocon in consumer durables category. It is in talks with others to finalise advertising deals.

"Brands advertising on our channel will be those directly or indirectly involved in the wedding. Fashion labels and jewellery makers are obvious potential advertisers while others like financial services and travel companies have also shown interest in advertising on the channel," adds Jha.