MUMBAI: After launching a youth channel Dhamaal Gujarat in January 2016, Sri Adhikari Brothers (SAB) group is all set to enter the general entertainment market with a new Hindi general entertainment channel (HGEC). 

Though the company did not make any official statement, a source close to the development informed Indiantelevision.com that the SAB group is planning to launch the channel in the early months of the first financial quarter. Also the group has started cutting cheques to the production houses in order to match its content strategy.

Another source confirmed the news and said that the channel has roped in Endemol Shine India, Sashi Sumeet Production and Namanraaj Production to produce shows for the upcoming channel.

With what we get to hear, the new HGEC will focus more on the comedy space and take the tough challenge of making one smile. "Endemol, will be producing two comedy shows for the upcoming channel while Namanraaj Production has been commissioned for one from the same genre," said a senior producer on condition of anonymity.