The channel, with a current viewership of around 2.5 crore, is promoted by entrepreneurs entrenched in the Dalit movement. Local advertising is brought in by promoter Sachin Moon, who has been running Nagpur Varta news channel and an ad agency since 1995. Pritam Bulkunde, 33, director and content manager of the channel, says, The mainstream media since the time of Doordarshan does not say much about the majority lower castes in the country. This channel is not only a tool to propagate Buddhism but also a platform for all things progressive and anti-caste. It will be a reflection and transformation of the Ambedkarite movement. Accordingly, the programming is a mix of religion (morning shows) and infotainment a quiz on the Constitution, slots creating.