Maurya TV has been rebranded as Zee Purvaiya for the Northern Indian states of Bihar and Jharkhand, while February will see Zee Media Corporation (ZMCL) also launch Zee Kalinga for the Odisha market.
ZMCL acquired a 37.87% stake in Maurya TV in October 2013, and reportedly hopes to gradually increase its stake until Zee Purvaiya is a wholly owned subsidiary.
Programming for the Patna-headquartered channel comprises regional news, current affairs, fiction, documentary and factual shows.
"It will be of relevance to every viewer. The content will be focused towards Bihar and Jharkhand, capturing the culture, language, rituals of the states as well as showcasing the differences in the two states in certain sections," Alok Agrawal, CEO, ZMCL CEO told Indiantelevision.com.
The channel's editor is Shiv Pujan Jha, with Indu Singh as his programming editor, Rakesh Tiwary as the head of marketing and Harsh Vardhan Dwivedi as the head of sales, reports the online publication.
Three news bureaus in Ranchi and Dhanbad in Jharkhand and Saharsa in Bihar help provide the regional bulletins for Zee Purvaiya.
Meanwhile, ZMCL is planning to launch Zee Kalinga for the Odisha market in February 2014.
According to Television Post, the media conglomerate has recently closed its loss-making Telugu news venture Zee 24 Gantalu, but will reportedly keep the channel licence and business to launch Zee Kalinga.