Four years ago, ZEEL had bought Sarthak TV for Rs 115 crore in an all-cash deal. The non-compete agreement barred Agarwalla from starting a new TV channel till June 2020.
Now, as the agreement is ending, Agrawalla founded a new company Sidharth Broadcasting Pvt Ltd (SBPL) to launch TV channels in Odia and Bengali languages. The company plans to launch four channels – three in Odia and one in Bangla. The company has already applied for four TV channel licences and one teleport licence to the ministry of information and broadcasting (MIB). The ministry has already granted two licences while the two other channel licence applications along with teleport licence application are pending.
To be launched channels are Sidharth TV (Odia GEC), Sidharth Bhakti (Odia devotional), Sidharth Music (Odia music), and Sidharth Bangla (Bangla GEC).