Sri Adhikari Brothers launch 'Mastiii', a new channel

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Mayank H Shah

08 July, 2010

A song for every season and laughs without a reason? India now has a new fun destination called Mastiii - a new entertainment channel from the house of Sri Adhikari Brothers.

A SONG for every season and laughs without a reason… India now has a new fun destination called Mastiii - a new entertainment channel from the house of Sri Adhikari Brothers. Mastiii is a 24-hour free-to-air channel for everyone, no matter how old one is or what mood one is in… it aptly suggests ‘Mastiii Chaalu Rakho’.

When viewers on Mastiii are not swaying to thumping beats and heart rending melodies, they are sure to be in splits with the series of gags, spoofs, pranks and other comic acts put on by some of India’s most loved comedians.

“We conceptualized Mastiii as an ‘electronic radio’, where people can tune in any time of the day for their dose of unadulterated fun. It offers 24-hours of non-stop music and comedy. It is targeted at the youth and at anyone who has a sense of humour. We are confident that Mastiii will soon become the choice of many because we have taken care to pack it with something for everyone. For us, every sound of laughter and every cheerful smile that Mastiii brings about will be a mark of our success”, said, Markand Adhikari, Vice Chairman and Managing Director, SAB Group.

Music on Mastiii ranges from the latest chartbusters to evergreen favourites. One of the bigger differentiating factors about the channel is that viewers will not be left craving for their favourite part of any song because Mastiii will play full songs, un-abridged.
“Music is an element of universal joy, as is humour; at ‘Mastiii’, as the name suggests, we promise to offer non-stop fun by combining both these elements”, said, Anita Varma, Associate Vice President - Programming, Mastiii. “75% of our content is music and 25% is dedicated to comedy, our USP. Breaking away from the half-hour format shows, we have one-minute fillers, gags and jokes by some of the best known comedians.

We are confident that viewers will enjoy this maha dose of music and comedy making Mastiii, the nation’s fun-box”, she added.
There is no character they can’t imitate, nor a Bollywood film they can’t make a spoof of; they can Pak Pak Pakaau the audiences and tickle them till their days are resounding with the sound of laughter! The comedians roped in to make ‘Mastiii’ for viewers are some of India’s best artistes - Raju Srivastav, Suresh Menon, Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra amongst others.

“I am really excited about Mastiii because that word is what my life is all about and that’s what we are offering through this new entertainment destination”, said Raju Srivastav, the king of comedy and the face of the channel. “Humour is God’s gift to mankind and Mastiii is a platform for us messengers - Suresh, Shailesh, Raj, Kiku, Sunil, Howard, Sugandha and I - to do what was intended for us to do, make people laugh and keep them happy. So, Mastiii Chaalu Rakho”, he added.

From relevant to irreverent, fun never stops on Mastiii… whether it’s a common man facing the challenges of the Indian hinterland from flood waters to death beckoning government hospitals; the wise man at the village ‘chaupal’ who rhymes the world’s joys and miseries into soulful couplets, from Yuvraj Singh’s form to Mallika’s hemline; parodies of famous Bollywood scenes highlighting current issues like recession affecting the cash reward on Gabbar Singh. From eccentric celebrities to god men to the media and the common man, Mastiii promises to poke fun at one and all.