Azaad, India's first Entertainment Platform to feature Content Exclusively for ‘Rural Mindset', launched 


By Rajesh Ahuja


In a scenario where a bulk of the content on entertainment channels and digital platforms caters to an urban audience, Beginnen Media,  a company headquartered in Mumbai,  today announced the launch of Azaad, a premium Hindi Entertainment Platform that will feature Content Exclusively for the ‘Rural Mindset.

The first entertainment offering from  Beginnen Media,  launched in 2019 with an aim to develop innovative, authentic, creative entertainment experiences and related multi-media products, Azaad aims to service a ‘Latent Demand’ of an Underserved Audience Segment with a Huge Untapped Opportunity.

Currently, the channel has select hand-picked syndicated family entertainment, all localized in Hindi. These include the popular 2013 show Tumhari pakhi, featuring Iqbal Khan and Shradha Arya;, the 2013 show Gustakh Dil; Solah Shringhar, kesariya balam and animation show Mighty Raju.

The shows will encompass the rural person’s entertainment needs with relevant and relatable narratives.






Azaad,  India's first Entertainment Platform to feature Content Exclusively for the rural mindset launched 


On the launch of the new entertainment channel,  Beginnen Media Managing Director, Bharat Kumar Ranga, said, “We are working towards fostering a new culture of doing business in the media and entertainment industry and creating a ‘People-Centric’ model. Our aim is to cultivate an inclusive strategy considering audiences in rural India as a part of our growth plans. 

Since creativity has an expiry date, we are constantly searching for the next successful idea leading to tremendous wastage. On the other hand,  our new model of Consumer Specific Entertainment Channel is focussed and is not dependent on any new creative formula. We believe that it’s time to transition from a creative-centric model to a consumer-centric one.'

Ranga said that Azaad is just the first small step in creating a premium people specific product for the rural person.

'Our model is not about having deep pockets, it’s all about the deep understanding that we have of the rural person’s emotions, aspirations and entertainment needs. The rural viewer is often confused as a free viewer and are completely ignored, but they are actually a mindset and we would like to capture their thought process. Beginnen Media’s flagship brand, Azaad is just the first small step in creating a premium people specific product for the rural person.

We consider Azaad as premium as it means superior thought, clarity in vision and it does not mean high cost or spectacular imagery. In the first year of Azaad, we want to create a niche in this super mass category of rural audiences. The content will clearly be created based on what the rural consumer wants to see and not what we would like them to see,”  Ranga said.

Beginnen Media also announced its leadership team with executives who add deep experience across verticals to further strengthen the organisation's ability to develop more personalized experiences with new and existing audiences who have a rural mindset.

Their work will support the momentum that the company is already experiencing in its launch phase and is expected to create future vectors of growth. The five-member core leadership team announced by Beginnen Media, Managing Director, Bharat Kumar Ranga includes Mohan Gopinath as Director - Project and Operations, Doris Dey as General Manager- Product, Rachin Khanijo as Chief Marketing Officer, Johnson Jain as Chief Revenue Officer and Dinesh Bhutra as Chief Financial Officer.

 Speaking about the team, Ranga said, “There are some talented jewels who are a part of my team. I am very proud of them. Some have worked with me for over a year and the rest have joined about six months ago and are doing a brilliant job.”

Azaad is available on DD FreeDish and select Distribution Platform Operators (DPOs) in the heartland markets and it is available on DD FreeDish on Channel No 36.

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