Shemaroo launches free-to-air Hindi general entertainment channel

Shemaroo Entertainment has launched a new free-to-air (FTA) Hindi general entertainment channel (GEC) ‘Shemaroo Umang’.

The company already operates two FTA channels – Shemaroo TV and Shemaroo MarathiBana.

The new channel is currently available on DD FreeDish and will soon be available on other cable and direct-to-home (DTH) operators.


Positioned as a women-centric channel, Shemaroo Umang will be catering to their entertainment and aspirational needs.

“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 Hiren Gada, CEO, Shemaroo Entertainment. “We are committed to be a leader in the Indian entertainment industry and build our position in the market with the new launch.”

The launch of Shemaroo Umang will strengthen the company’s presence in the broadcast space, said Sandeep Gupta, COO, Broadcasting Business, Shemaroo Entertainment. “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.”

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