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North-East TV Group launches HY TV in Hyderabad
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The North-East TV Group, which has a bouquet of channels like NE TV, NE Bangla, NE Hi-fi, Hamar TV and Focus TV, has launched its first channel in South India, called HY TV, on March 20. The channel will showcase events occurring in the southern states of India in English, Hindi and Urdu languages.

HY TV has been floated under the banner of HY Media and Entertainment and has been launched to cater the cosmopolitan people across the globe. While Hyderabad is the helm of affairs for the channel, the company is setting up bureaus in other southern cities like Bangalore, Chennai and Trivandrum.

Former Union Minister Matang Sinh, who is the chairman and managing director, the North-East TV Group, spoke exclusively to Televisionpoint.com about the integrity of HY TV and about the current market conditions.

Explaining the USP of HY TV, in an already cluttered news market, Sinh says, "Our strategy is to present responsible news while being creative in different languages like Hindi, English and Urdu. We focus on the problems of development, health, women and children, minorities, dalits and everything under the roof. We are here to solve the common man's woes and take it to the government."

Detailing more on the concept of having bulletins in three languages, he says, "We have Hindi, English and Urdu bulletin of half an hour each. The idea behind having English and Urdu is that the local news should reach a wider section of audience. There are a lot of non-Telugu speaking people in Andhra Pradesh, who regionally need to know what's happening."

Sinh continues to explain, "Many of the bureaucrats who are policy makers are non-Telugu's and they also need to know the ground realities, and the HY TV Hindi and English bulletin is meant for them. The Urdu-speaking population also requires a dedicated news source about the Old City, which is a neglected area."

When asked about the risk to start a new channel during the recession period, Sinh says, "We planned to launch our news channel even before the recession started. Though, we were apprehensive in the beginning, we are confident that we can sustain through this period via our strong fundamentals. Infact, we are well prepared for the next two years and have more than enough financial and manpower resources."

HY TV, which is headed by director Rama Raju, will showcase the history, heritage and colour of South India. Apart from the regular news features, the channel has a basket full of infotainment programs, reality shows and travelogues. Krishna Mohan is the marketing head of HY TV.

Several news channels in Andhra Pradesh market are often known to sensationalise the news. To safeguard against it, Rama Raju says, "We have taken an oath to stay away from sensationalism of news. We will not lie or manipulate visuals, but report only facts, as we have a reputation to uphold."

HY TV shall be beaming off the INSAT 2E satellite for its worldwide distribution. For distribution in India, HY TV shall be placed on the leading DTH platforms like Dish TV and cable television networks.

Sinh, a former Congress leader, was a minister in the P. V. Narasimha Rao government. He is from Tinsukia and was elected to Parliament as a member of Rajya Sabha from Assam in 1992. He became the Minister of State for Parliamentary Affairs of the late Narasimha Rao government in 1993.

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