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Breaking News : Shagun a new channel will be added soon on Airtel
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New TV channel to focus on matrimonial content

Christened Shagun, the channel will be launched in January, 2013 and will have both fiction and non-fiction programming, focusing on marriages in India.


The big fat Indian wedding has always spelt good money for businesses, ranging from matrimonial columns and websites to honeymoon packages, even movies that have prescribed copy book weddings. Recently, Sony Entertainment launched a matrimony-based reality show, Kahin Na Kahin Koi Hai, based on the matchmaking process. Now, it's the turn of Indian television to get a new contender in this yet-untouched space.

Noida-based Vertent Media Soft and Park Media have announced the launch of a matrimonial channel, christened Shagun. To be launched in next month the channel will have both fiction and non-fiction programming, based on marriages in India.

The free-to-air channel will be launched initially on DTH platforms Videocon and Airtel, and will be extended to other DTH players later. On the cable platform, it will be available in 15 cities, including Delhi-NCR, Mumbai, Chandigarh, Ahmedabad and Jaipur, among others.

To monetise the offering, apart from regular advertising, there will be paid coverage of wedding events. Shagun also plans to use product integration in its content.

Along with the channel, a matrimonial portal, www.shagunindia.com, is being launched. The channel's content will be available on the website, too. The group hopes to extend the concept to print.

Also, there are plans for a news channel and two regional channels from the promoters, but those should be announced by the third quarter of next year.

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