MUMBAI: Television content provider and channel Sri Adhikari Brothers (SAB) has launched a new 24- hour free to air channel ‘Maiboli’ – whose content comprise Marathi songs and humour.

SAB has designed the content of its new channel- songs and humour- keeping in mind the taste of its audience and its core competence as a content provider.

The format of the programme is very much similar to its Hindi music channel ‘Masti’. The channel's has aimed to please the masses locking its target audience from as young as four years of age and above. Maiboli will have a couple of songs played with a small comedy skit in between. The channel has partnered with three labels for music content including major label Sagarika.

“Sri Adhikari Brothers is a very renowned name in Marathi content. Secondly, there is a distinct gap which we felt the need to fill. If you see there are no Marathi music channels. It is almost like Marathi music and comedy are uncharted territories,” informed Channel and Programming Head, Anita Varma while talking to Radioandmusic.com.

Music and humour will share equal time in ‘MaiBoli’, with the playlist spanning the classic era and contemporary hits.

“If you take a look Marathi culture, comedy and music goes hand in hand. Also, Marathi theatre has emerged strongly. So we thought we have an audience who will willingly lap this up,” explained Varma.

The comedy skits will be performed by the renowned comedians like Sunil Tawde, Anshuman Vichare, Pradip Patwardhan, Santosh Pawaar, Digambar Naik, Arun Kadam, Kishori Ambiye, Vijay Patwardhan. Maiboli gags are based on different well thought out concepts like ‘Andher Nagri Chaupat Raja’, ‘Vatrat Vinya’, ‘Shejari Pajari’, ‘Bas Thaamba’ and many more series to provide audiences with the perfect dose of humor.

In addition to the music and comedy, the channel will promote films as well as interview Marathi actors and actresses. “Our channel will be like a complete film magazine which will have everything in it,” concluded Varma.