MUMBAI: There’s a new kid on the block. Rongeen TV, a Bengali kids TV channel is all set to launch in the industry to give a tough fight to other players in the space.

The channel is slated to launch on 12 June 2019, 6 pm onwards. Currently, Sony Yay is the only one with Bengali audio feed. Indiantelevision.com has learnt that it will be an FTA channel. Rongeen TV has started its test transmission service from Insat4a satellite at 83.0 degree east.

When it comes to the kids’ genre, home-grown content is ruling the roost, rather than syndicated content. However, general entertainment channels (GECs) are the most popular channels on TV. Primetime shows are most watched and most-earning since the early years of the Saas-Bahu serials. Animation as a genre is sidelined to the kids’ channels but producing it involves tons of cash.

The introduction of a regional kids channel is a brave move in today’s scenario. Given that the new TRAI tariff order empowers consumers to pick channels, the step is a bold one. This is even as the industry feels that time needs to be given for everyone to settle.