Beginnen Media to invest Rs 400 crore on rural entertainment brand Azaad

At a time when TV broadcasters are busy scaling up their digital presence with video-on-demand streaming services, former ZEE executive Bharat Ranga has identified a totally underserviced audience segment with a huge untapped opportunity – rural India.

And to capture the rural mind-set, Ranga’s Beginnen Media has launched a Hindi TV channel ‘Azaad’, which he claims is “India’s first rural entertainment brand”. The company has also earmarked an investment of close to Rs 400 crore in Azaad over the next three years.