Now, a channel full of Mastiii

Adhikari Brothers -- the creators of SAB TV, which was subsequently bought by Sony Entertainment Television -- have launched a new channel, Mastiii.

Mastiii, they say, will offer viewers wholesome entertainment that treads a different path from run-of-the-mill melodrama. Seventy five percent of the content on the channel will be music; the remaining will include one-minute gags and acts.

Speaking at the launch of Mastiii, SAB Group vice chairman and MD Markand Adhikari said, "We definitely see huge potential for our channel. There is space for music channels but we feel audiences will get bored with only music and promos. So we have added the novelty factor of comedy."

The channel has roped in Raju Srivastava as its brand ambassador. Comedians like Suresh Menon, Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra will also be seen on the channel.