SAB Group Managing Director and Vice-Chairman Markand Adhikari called the music channel an 'electronic radio' and said that the channel is expected to have 15 to 20 percent growth, every year.

As quoted by PTI, SAB Group Managing Director and Vice-Chairman Markand Adhikari said, "We have an investment plan of Rs 75-100 crore in Mastii. The channel is already on air and is mostly a music and comedy channel. We expect the channel to break even by FY12.”

More about 'Mastii'
'Mastii' as the name suggests is a fun channel and is different as the viewer can switch in any time to listen to music of different genres and will not have to wait for long, like other channels.

Catering the audiences from 6 to 60 years, the channel will have 25 percent of one or two- minute comedy programming including gags, spoofs, pranks and comic acts performed by laughter heros like Raju Srivastav, Suresh Menon, Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra . Rest 75 percent will be music.

"Mastiii will offer 24 hours of non-stop music and comedy, targeting everyone with a sense of humour. It will soon become the choice of many, because we have packed something in it for everyone," added Adhikari.

It is believed that Mastti is trying to follow the tracks of 9XM, famous music channel. But denying it, Meenakshi Madhvani, co-founder and chairperson, Spatial Access Solutions, alleged that 'Masttii' is trying to recreate the magic of 9XM.

Special outdoor promotions of 'Mastii'
Reportedly, in order to promote the channel, the company has launched a full-fledged mass media campaign.

Besides television and radio promotions, the laughter heros will be touring to different cities to interact with viewers and promote the channel.

“We have also rolled out our marketing campaign. We are advertising on 15 channels and have booked spots on outdoors in 10 cities,” Adhikari added.