The channel promises multigenre original content tailored for viewers in the northeastern state of West Bengal.

Star India regional channel head J.C. Giri said: "Bengali regional genre has shown a substantial growth in the past two years vis-a-vis other regional entertainment markets. The overall market has also evolved, and viewers are looking for a change. In a year's time, we promise to transform the viewing habit of the Bengalis."

In Bengali, "jolsha" means a social gathering.

One of the most populous states in India, West Bengal's capital is Kolkata, formerly Calcutta. Some 8% of India's 1.1 billion population speaks Bengali.

Star broadcasts 60 TV services in nine languages to more than 300 million viewers across 53 Asian countries.

© Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

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