Pride East Entertainments

What Pride East Entertainments does

Pride East Entertainments Pvt. Ltd. is a regional media company headquartered in Guwahati, Assam, India. Founded in 2007-2008, the company operates a multi-platform media portfolio targeting the North East Indian market, with particular focus on the Assamese-speaking audience. It reports reach of approximately 30 million daily viewers across the eight North East states, distributed via major DTH platforms with pan-India carriage.

The company's core products include five television channels — News Live (Assamese news), Northeast Live (English news), Rang (entertainment), Ramdhenu (music), and Indradhanu — alongside a print newspaper (Niyomiya Barta) and a lifestyle magazine (Aaina Jibonor). It also operates event properties including beauty pageants (North East Diva, in partnership with the Miss India Organization) and CSR initiatives, and sells retail products including Muga silk. News Live is cited as the highest-TRP Assamese news channel. The company employs 501-1,000 people and is privately held, led by Chairperson and Managing Director Riniki Bhuyan Sharma.

The business model relies on three revenue streams: television advertising across its channel portfolio, print advertising in its newspaper and magazine, and event sponsorships and retail sales. The company is privately held and does not disclose financials; its strategic position is anchored by first-mover satellite distribution in the NE and a multi-decade regional content library.

Name

Pride East Entertainments

Legal name

Pride East Entertainments Pvt. Ltd.

Website

https://prideeast.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pride East Entertainments is a Guwahati-based regional media house operating five TV channels, a print newspaper, and a lifestyle magazine across India's North East. It reaches approximately 30 million daily viewers across eight states and runs events and retail ventures.

Ownership category

akta.pro rank

Product category

Regional Television Broadcasting

NAICS

Television Broadcasting Stations (51612), Television Broadcasting Stations (516120), Broadcasting and Content Providers (516), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Television Broadcasting Stations (4833), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

National General-Entertainment Broadcast Networks (MPABAAAA)

Keywords

• Regional television broadcasting
• Satellite news channels
• Assamese news media
• Regional entertainment media
• Northeast India media

Headquarters

HQ city

Guwahati

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Television Advertising: Revenue generated from advertising spots, brand integrations, and sponsorships across its multiple TV channels including News Live, Northeast Live, Rang, and Ramdhenu
2. Print Advertising: Revenue from advertisements placed in the Niyomiya Barta Assamese daily newspaper
3. Event Sponsorships: Revenue from branded events like North East Diva beauty pageant, Rang Basanta Utsav, Pride East Awards, and Assamese of the Year ceremony
4. Retail Sales: Revenue from retail store operations for Golden Threads of Assam brand selling Muga silk products

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Pride East Entertainments is a regional media house that operates five satellite TV channels (News Live, Northeast Live, Rang, Ramdhenu, Indradhanu), publishes the Niyomiya Barta Assamese daily newspaper and the Aaina Jibonor Assamese lifestyle magazine, and runs branded cultural initiatives and beauty pageants such as North East Diva. Distribution is via all DTH platforms pan-India for TV, multi-city newspaper print runs, and digital/streaming websites, reaching approximately 30 million daily viewers across the eight states of Northeast India.

Product overview

Pride East Entertainments is a leading regional media house operating a platform-plus-channels architecture. The core offering consists of multiple television channels (News Live, Northeast Live, Rang, Ramdhenu), print media (Niyomiya Barta newspaper, Aaina Jibonor magazine), and cultural initiatives (North East Diva, Rang Basanta Utsav, Pride East Award, Assamese of the Year). Supporting initiatives include the Golden Threads of Assam (Muga silk promotion) and CSR programs (Sneha Bandhan, Udayachal). The company reaches approximately 30 million daily viewers across 8 states with its media ventures.

Differentiator

Problem solved

Functional benefit

Brands

• News Live: Most popular, most-watched and highest TRP grosser 24x7 satellite Assamese news channel in Northeast India, broadcasting news, current affairs and infotainment programmes.
• Northeast Live
• Rang
• Ramdhenu
• Niyomiya Barta
• Aaina Jibonor
• North East Diva
• Golden Threads of Assam

Products and services

• News Live The most popular, most-watched and highest TRP grosser 24x7 satellite news channel in Northeast India, broadcasting news, current affairs and infotainment programmes in Assamese.
• Northeast Live The first satellite English news channel covering the eight states of Northeast India, a venture of Pride East Entertainments Private Limited.
• Rang The first entertainment satellite channel of Assam as well as the entire Northeastern region, featuring general entertainment programming.
• Ramdhenu A TV channel specializing in music of Assam and the rest of the northeastern region, part of Pride East Entertainments Pvt. Ltd.
• Niyomiya Barta An Indian Assamese language daily newspaper published simultaneously from Guwahati, Dibrugarh, Biswanath Chariali and Goalpara of Assam, with 78,000 daily readers.
• Aaina Jibonor A unique Assamese vernacular magazine focused on life and lifestyle related issues, an initiative of Pride East Entertainments Private Limited.
• Golden Threads of Assam An initiative to preserve the royal silk Muga, showcasing the harmony between ancient Assamese craft and the glamorous fashion industry; sold via branded retail store.
• North East Diva A flagship platform nurturing beauty pageants from the North East region by promoting talents and beauty and providing a national platform, with partnerships including Miss India Organization and Cosmopolitan.

Quantifiable outcome

• 30 million daily viewers across all platforms
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Miss India OrganizationcoreStrategic or Co-development PartnerPride East Entertainments collaborated with Miss India Organization for the North East Diva beauty pageant. The partnership provided winners direct entry into Femina Miss India competitions. First collaboration was in 2014 (1st edition) and continued in subsequent years (3rd and 4th editions).
• Cosmopolitan IndiacoreStrategic or Co-development PartnerPride East Entertainments partnered with the internationally acclaimed Cosmopolitan group for the 2nd season of North East Diva beauty pageant, providing an elevated platform for contestants.

Scale indicators8 records

Expansion highlights4 records

Broad incumbents

• NDTV: Prominent English-language news broadcaster with digital properties. Comparable as a satellite/digital news broadcaster with ad-funded model serving premium audiences, though operating nationally rather than regionally.
• India Today Group: Operates English and Hindi news channels plus print and digital properties. Comparable as an integrated TV-print-digital news media house with advertising-led revenue.
• DB Corp (Dainik Bhaskar): Large Indian print and digital media company with regional newspaper brands across multiple states. Comparable as a regional-language print/digital media operator with ad-funded model.
• Zee Media Corporation: National news broadcaster with multiple regional channels under the Zee News umbrella. Comparable as a multi-regional satellite news broadcaster with similar ad-funded model but operating at significantly greater scale.
• ABP Network: Bengali and Hindi news broadcaster with regional satellite channels and digital platforms. Comparable as a multi-language regional news broadcaster with ad-funded satellite TV operations.
• News18 Network: Operates a portfolio of regional and English news channels across India, including Northeast-focused properties. Comparable as a multi-language regional broadcast news network with ad-driven revenue.

Direct peers

• Sun TV Network: Leading regional broadcaster operating satellite TV channels, radio stations and a newspaper in South India. Closely comparable ad-funded regional satellite broadcasting model with multi-platform media portfolio.
• Asianet News Network: Regional satellite news and entertainment broadcaster operating in Malayalam and other Indian regional languages. Directly comparable as a regional satellite TV network serving a vernacular audience.
• ETV Network: One of India's largest regional satellite TV broadcasters (now part of Network18), operating channels across multiple regional languages. Highly comparable regional broadcast model serving vernacular audiences with ad-funded TV networks.
• TV9 Network: Multi-language regional news broadcaster operating channels across several Indian states, including Northeast-focused digital properties. Comparable as a regional satellite and digital news network targeting vernacular audiences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pride_private
• Facebookfacebook.com/Prideeastentertainments
• LinkedInlinkedin.com/company/prideeast-entertainments-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pride East Entertainments