MUMBAI: Pitted against formidable players like Mahuaa TV and Reliance Broadcast?s recently launched Bhojpuri channel Big Magic Bihar/Jharkhand, Aap Media?s Bhojpuri entertainment channel Anjan TV is betting on its diversified content offering to help it grow in the nascent Bhojpuri entertainment genre.

Anjan TV Business Head Manjit Hans says that the strategy is to offer content that has something for all age-groups. The channel has a mix of fiction and non-fiction shows that spans across genres like family drama, comedy, and mythology besides cookery and travel shows.

Considering the popularity of the Bhojpuri entertainment industry, movies and music also form an integral part of Anjan?s content offering.

While women form the core TG of Anjan TV, films and movie helps the channel in attracting male and youth TG. ?We want to be different by offering content that has something for everyone irrespective of the age and gender,? he says.

To tap into the male youth TG, Anjan has a show called ?Teem Kuwarein? which is a take on the life of three bachelors who migrate to the city in search of jobs.

According to Hans, what differentiates Anjan from its competitors is the fact that it has consciously stayed away from reality television format notwithstanding its popularity both locally and nationally.

Anjan airs three and a half hours of original content every day.

In line with its differentiation strategy, Anjan TV had recently bagged the broadcast rights for airing the matches of Celebrity Cricket League (CCL) team Bhojpuri Dabanggs.

Hans says the CCL with its unique combination of entertainment and cricket will help raise Anjan?s brand profile besides giving it a viewership spike.