A niche channel targeting a specific audience and advertisers, Topper is a 24×7 education channel that was launched earlier this week, joining the ranks of other niche channels like NDTV Good Times and Real Estate TV. Media analysts say that a niche channel needs about Rs 30-35 crore as cost of operations in the first year and its specific target advertisers enables it to break even faster.
Topper follows the same strategy. It will primarily focus on the Central Board of Secondary Examination (CBSE) curriculum for Classes 9-12. With test signals slated to begin on Monday and the new channel would go on air from the middle of this week. The channel will initially be available free on direct-to-home platforms like Tata Sky and Dish TV.
Promoted by Greycells 18 Media Private Limited, Topper is a joint venture created by Sunil Khanna, former chief executive officer, Dish TV, Sricharan Iyengar, former vice-president and business head ESPN Star Sports, Network 18 and Educomp. Initially, the content at the secondary level (Classes 9-10) will be for science and mathematics and at the senior level (Classes 11-12) for physics, chemistry and mathematics. The content will be accessible in different mediums like television and internet. Being a curriculum based learning system, students can also take tests online