India's first life spirit channel coming soon

Life Mantra has been promoted by JOP Network, and will go on air in the second quarter of this year

BestMediaInfo Bureau | Delhi | May 8, 2014

Urvi Agarwal

JOP Network, a subsidiary of JOP Group, will be introducing India's first life spirit channel, Life Mantra. Bharat Agarwal, CMD of the group, is the visionary behind the channel.

Life Mantra will be a 'one of its kind channel' in the Indian television landscape to deliver content targeted at body, mind and soul with a holistic combination of lifestyle and spirituality to help audience gain a positive outlook in life.

Set to go on air in the second quarter of this year, Life Mantra will air a bouquet of programmes across the genres of food, travel and spiritual lifestyle essentials. The programming mix is aimed at reintroducing one to the inner self and to our roots steeped in spirituality that leads towards the path of constant and conscious pursuit of living life to its fullest potential.

Urvi Agarwal, Director, JOP Networks, said, “Spiritual lifestyle as a subject is extremely close to our heart and we feel there is an ample potential and demand for content in this category. With our channel Life Mantra, we look forward to bringing our viewers closer to their spiritual self through holistic lifestyle programming with a global appeal for Indian audience. Our content will drive our audience towards the path of constant and conscious pursuit of living life to its full contentions.”

“Life Mantra will not be just a TV channel but a brand that will soon be extended to various platforms. We are confident that the content on our channel will have a national as well as international appeal. Hence, we would be looking at introducing the channel on the global platform as well in future. Through the platform of Life Mantra, we aim to provide happiness to the modern day urban consumer,” she added.

Targeted at the age group of 25-45 (Sec A&B), Life Mantra will be a free-to-air channel and distributed via all DTH, cable and satellite platforms across the country. An extensive research amongst the targeted group in metros and mini metros provided interesting insights about the potential of content in this genre.

Divya Radhakrishnan

Helios Media has been assigned the marketing and sales mandate of Life Mantra. Speaking on the assignment, Divya Radhakrishnan, MD, Helios Media, said, “The concept of Life Mantra is very unique to the Indian television space. There are a plethora of brands that wish to place their messaging in such a positive environment and use the power to influence their brands.”

JOP Group is engaged in residential as well as commercial projects in North India.

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