Mumbai: Shemaroo Entertainment has announced the launch of a new free-to-air hindi general entertainment channel (GEC) called ‘Shemaroo Umang’. The channel is available on DD Free Dish, various multi-system operators (MSOs) and will be available on major direct-to-home (DTH) and cable networks, according to the company's statement.

With the launch of the channel, Shemaroo Entertainment expands its broadcast portfolio with existing channels Shemaroo TV and Shemaroo MarathiBana. 

The newly launched channel will bring a women-centric focus catering to their entertainment and aspirational needs, said the statement. 

It will also offer advertisers and brands a new audience to reach out across the Hindi speaking market.

“We have experienced immense success with our existing television channel slates and are excited to announce the launch of our new Hindi GEC ‘Shemaroo Umang’,” said Shemaroo Entertainment CEO Hiren Gada. 

“We are committed to be a leader in the Indian entertainment industry and build our position in the market with the new launch," he added.

“The launch of Shemaroo Umang is another breakthrough for us as it strengthens our presence in the broadcast space,” said Shemaroo Entertainment COO – broadcasting business Sandeep Gupta. 

“We are sure that the audiences will love our curated collection of some of the most admired shows and Shemaroo Umang will also soon emerge as a household name just like Shemaroo TV and Shemaroo MarathiBana," Gupta added.

The channel will also be distributed on Shemaroo's OTT platform ShemarooMe.