Therefore, there is a slow growth in that sense. The pandemic delayed our original content strategy, which is why we had to start the channel with acquired content, films, and some animation content. Currently, this audience segment doesn't have any content which is created for them. Our plan was to come up with original stories for them. Once they relate to our content, there is no stopping them from coming to our platform. We did anticipate that they would take time to understand that there is a channel which is telling them their stories. We knew that when we start offering them stories from their perspective, it would initially surprise them and make them take notice of it. The FTA market focussed channels of pay broadcasters carry more or less similar content. We wanted to create a unique platform for rural audiences, and we knew that it is not going to be easy, especially because rural audiences are exposed to everything that urban audiences are consuming.
What progress has Azaad TV made since its launch? There are many such areas that we have identified where rural consumers want to be catered to. Once rural audiences find Azaad a credible platform, it will be very easy for us to create non-media products for them. The reason we want to be consumer focussed is not to create just these channels but to establish a relationship with them. Entertainment is just a way to reach these consumers. We have launched animation band with that thought in mind. We also want to understand the kids' category. Since there are not many movies for single screens, so there is a movie channel that is required. We will pick and select some rural markets in languages and genre side. Step 3 is to get the network in place in languages as well as genre side because there is a rural Bengal, there is a rural Maharashtra, and there is a rural Karnataka. Step 2 is to make the entertainment project successful. Step 1 is the launch of this brand, Azaad TV. What is your game plan to make Beginnen Media a successful venture?