Mumbai : MSO and broadband service provider Hathway launched four new channels in the music and movie genres namely DJay, Lamhe, Home Theatre and Marathi Talkies.
Commenting on the launch of the new channels, Jagdish Kumar, Managing Director & CEO, Hathway Cable & Datacom Ltd said, “As we move ahead to build the Hathway brand and achieve our business objectives, we have set another big milestone to launch a dedicated bouquet of channels which will redefine the way consumers look at Digital Cable channels. These 4 new channels are a start to our endeavor of creating a strong bouquet in multiple genres which will add a new dimension to Hathway and offer varied content to our loyal subscribers.”
DJay-Music redefined and Lamhe-Music Forever are the music channels from the Hathway stable which will bring the best of new and old melodies to music-lovers. While DJAY is Infinite, Young and Energetic bringing latest Bollywood tracks from the 2000 era which will appeal to the Gen-X, Lamhe brings back the old melodious flavour in a new-age persona by reliving the golden era of 50’s to 80’s.
Moving on from the music genre, the 2 new movies channels- Home Theatre-Entertainment Recharged andMarathi Talkies-Cinema Aapla packs the movies from Hindi and Marathi cinema, respectively. With its slick and youthful packaging, Home Theatre will provide the latest movies from multiple genres like action, romance, thriller, comedy, family etc. The new entrant, Marathi Talkies inspired by the warm, rustic, earthy yet colourful Marathi flavour will offer the old and new Marathi movies.
Speaking on the development, T.S. Panesar, President-Video Business, Hathway Cable &Datacom Limited said, “With DJay, Lamhe, Home Theatre and Marathi Talkies, we have started on an aggressive journey to create a potent line-up which will match the best of satellite channels and offer similar experience to our consumers. We are changing the face of cable channels in India by investing in content, technology, design, aesthetics, packaging which is young & dynamic and appeals to younger audiences. These channels will add a new dimension to our business, giving us an edge over competition and help us grow to the next level. Very soon, we will reposition and rebrand the entire existing stable of channels to have a strong family. ”
Hathways’ new channels have been designed on this very insight that content packaged in the right way and with technology upgrade is the new mantra to bringing consumers closer to entertainment. To build hype and buzz about the channels, Hathway has launched teasers campaigns both offline and online and will be doing a series of marketing activities in the coming days across Print, TV (internal and cross), Digital, PR and OOH to create consumer and trade awareness.
From today, 25th April, DJay, Lamhe and Home Theatre will be available across the country for Hathway subscribers while Marathi Talkies can be enjoyed only by audiences in Maharashtra.
The channels will be available on FTA basis for now and part of the BST and Prime packs. The company is also working aggressively to build strong revenue from advertising sales and subscription in days to come.
