MUMBAI: Indian cable television service operator Hathway launched four channels on its network on 25 April 2016. The four channels launched are – ‘DJAY’, ‘Lamhe’, ‘Home Theatre’ and ‘Marathi Talkies’. Of the four channels, ‘DJAY’ and ‘Lamhe’ will be entirely dedicated to music.

For a cable platform to provide the experience of satellite channels continues to remain a rare effort, and Hathway’s latest effort focuses on passing beyond the norm. The two music channels – ‘DJAY’ and ‘Lamhe’ – will provide Hindi music content throughout its regions of operation.

Hathway Cable & Datacom general manager- marketing and communications Akhil Rampal said, "With 7 to 8 channels already on the network, the four new channels will focus on providing different perspective to consumers. The existing channel ‘Hathway Music’ will be replaced by ‘DJAY’ that will emphasise on music from the year 2000 onwards. With nine programmes assigned so far, the product will focus on providing new-age contemporary music, targeted at a younger audience. ‘Lamhe’, on the other hand, will revisit the ‘Golden Moments of History’. All the programmes, currently, will run in Hindi for all the regions.”

The promotions are in full-swing – online and offline – and Hathway will continue to advertise the launch of the shows in various ways. “Hathway’s strong on-air presence will be effective for the promotional activities. For now, we are working on outdoor visibility only in Mumbai, and online-offline teaser campaigns too,” confirmed Rampal.

With catalogue from labels like T-Series and Eros for DJAY, Rampal does not rule out the possibility of providing native content to the regional cities (Hyderabad, Bengaluru, Chennai). “We will launch more channels in the coming month. As per the promise, almost all the channels are up and running on Hathway. However, the humungous effort to execute something with multiple head-ends could slow things down, all the channels will start the respective programming before the end of the day (25 April),” added Rampal.

The nine programmes on the 'DJAY' roster so far -
‘DJAY Hitz’, ‘Love Birds’, ‘On The Floor’, ‘DJAY Wale Babu’, ‘DJAY Top 5’, ‘Gen Next’, ‘DJAY Antakshari’, ‘Bollywood Fresh’ and ‘Just Chill’.

The eight programs on the ‘Lamhe’ roster are -
‘Tumsa Nahin Dekha’, ‘Dream Girls’, ‘Gramophone’, ‘Bell Bottom’, ‘Lag Ja Gale’, ‘Dil Se’, ‘Goonj’ and ‘Tum Jiyo Haazaron Saal’.

DJAY can be viewed on Channel No. 501 in Bengaluru, Channel No. 531 in Hyderabad and Channel No. 300 for rest of India.
 
Lamhe can be viewed on Channel No. 518 in Bengaluru, Channel No. 545 in Hyderabad and Channel No. 313 for rest of India.