A 24-hour general entertainment Bhojpuri channel “Mahuaa TV” was launched on Sunday. The channel first of its kind in India was launched by Mahuaa Media Private Limited (MMPL), an associate of entertainment and media company Century Communication Group.

While unveiling the channel railway minister Lalu Prasad Yadav said, “It is heartening to see someone finally coming out with a channel that reminds one of his roots.”

To extend their support to the channel, several Bhojpuri superstars like Manoj Tiwari, Ravi Kissan, Shweta Tiwari, Dinesh Yadav were also present on the occasion.                                                          

While speaking on the occasion, MMPL chairman and MD PK Tewari Tewari said, "Our channel will serve up to 200 million Bhojpuri-speaking viewers, who do not have any other Bhojpuri language channel.”

He further said that within a period of six to eight months, they will also launch Bhojpuri news, Bhojpuri music and Bhojpuri films channel.

The channel has set its target mainly at Uttar Pradesh, Bihar, Jharkhand, Uttaranchal, Madhya Pradesh, Delhi and NCR. The advertising campaign in these states will be carried through all mediums like hoardings, television channels, local cable channels and radio.

On the question of marketing endeavors, Mr. Tewari added, “We have already spent close to Rs. 10 crores towards marketing to ensure maximum visibility for the newly launched channel. MMPL has a full fledged set-up with over 150 people currently working exclusively on the Mahuaa Channel. Bhojpuri is currently a high-growth regional market, with total regional markets accounting for more than 24% of the total television advertising pie. As a first mover Mahuaa TV will enjoy the advantages like advertising revenues and creating a strong brand image.”  

MAHUAA TV claims that in its bouquet, it has some of the biggest Bhojpuri Block Buster Movies, Daily Soaps, Song Packages, Food Travelogue, Religious Discourses, Morning Shows, Astro- Predictions and comprehensive News in Bhojpuri.

According to a survey, nearly 70 million people of Uttar Pradesh and 80 million people in Bihar speak Bhojpuri as their first or second language. This makes the total Bhojpuri speaking population in the world close to 150 million.