India's SAB launches Dillagi TV channel

DetailsRebecca Hawkes | 25 February 2015

Indian TV network Sri Adhikari Brothers (SAB) has launched its fifth Hindi channel, Dillagi, on national free-to-air and subscription-based satellite channels.

The new general entertainment channel, which launched on 23 February, is aimed at Asli or 'real/genuine' Indian families, says Sri Adhikari Brothers Television Network.

"The channel will be available on Free Dish, Dish TV and will be well penetrated with other MSOs in LC1 towns and villages across India. Seven out of every ten Indians live in towns and villages. Asli India lives in these LC1 and villages. Now be it a place Mandvi, a small town in Gujarat, or Auriya in UP to Sironj in MP, they all will have their own channel Dillagi. A channel that truly stands by its tagline - Channel Asli India ka," said Manav Dhanda, head of SAB.

The company, which primarily operates as a multi-lingual, multi-genre content producer, was responsible for the creation of the popular comedy entertainment channel SAB TV now owned by Multi Screen Media and operated by Sony.

Sri Adhikari Brothers says it aims to expand its broadcasting base by launching new channels at regular intervals.