MUMBAI: NDTV Media has been appointed as the exclusive airtime sales representative for the soon-to-be-launched Marathi channel, "Mi Marathi" from the Adhikari stable. It will be responsible for all revenue generating efforts for the channel.

"This venture is the first step towards our entry into the regional space. With more and more niche and special interest channels taking market share, regional markets will witness an exponential growth. We believe that with the majority of the population speaking Marathi, the size of the Marathi regional market advertising pie will cross the Rs 120-crore mark by the year end. We are delighted and proud to be associated with Mi Marathi channel", said NDTV Media CEO Raj Nayak.

Markand Adhikari in an earlier interview to Indiantelevision.com had revealed that the channel which has been in the docks for a while would be launched in February.

The baseline of MI MARATHI is "Aaplya Manasachi Aapli Vahini", a channel by the Son of the Soil. Sri Adhikari Brothers have in the last 20 years, produced more than 2000 hours of Marathi programming for DD Sahyadri and Doordarshan's national network.