Jay Jagannath TV

About Jay Jagannath TV

Jay Jagannath TV is an Odia-language Hindu devotional television channel owned by the Sidharth TV Network and dedicated entirely to Lord Jagannath of Puri. Launched on 1 June 2022, it is the network's second devotional channel after Sidharth Bhakti and is described as Odisha's first completely ad-free television channel. Broadcasting from Bhubaneswar, the channel offers live darshan and live telecasts of the daily rituals of Lord Jagannath from Puri, alongside spiritual discourses, bhajans and programmes on the culture, traditions and philosophy of Mahaprabhu Jagannath. Building on the Odia channel's success, the network launched a Hindi-language version of Jay Jagannath TV in January 2026.

History

Jay Jagannath TV began life on paper as "Sidharth Music." The Sidharth TV Network had secured a satellite television licence from the Ministry of Information and Broadcasting for a music channel under that name, and the trademark "Jay Jagannath" was filed by Sarthak Music Private Limited on 26 November 2020. In August 2021, the ministry approved the renaming of the existing "Sidharth Music" licence as "Jay Jagannath," clearing the way for a devotional channel instead of a music one.

The network announced the channel in the spring of 2022 as its fourth television channel, after Sidharth TV, Sidharth Gold and Sidharth Bhakti. Trade reports described it as the first channel to be completely dedicated to Maudamani Mahaprabhu Sri Jagannath, the presiding deity of Puri. The announcement said the channel would live-broadcast the daily rituals of Sri Jagannath, giving devotees the opportunity for daily darshan from their homes and spreading the culture and traditions of Jagannath around the world.

Launch

Jay Jagannath TV was launched on 1 June 2022, going live from Puri. Ahead of the official launch, the channel began test signal transmission on the GSAT-30 satellite at 83 degrees east on the C-band, and Dish TV added the channel on channel number 1397 — even before its formal debut — at an à-la-carte price reported at Rs 5 per month. The launch coincided with the wider expansion of the Sidharth bouquet on DTH platforms, with the network's channels arriving on Dish TV around the same date.

Ownership

Jay Jagannath TV is owned by Sitaram Agrawal and Namita Agrawal through the parent company Sidharth TV Network, headquartered in Bhubaneswar, Odisha. The Agrawals previously founded Sarthak TV in 2010 — sold to Zee in 2015 and now Zee Sarthak — and built the Sidharth brand on digital platforms and FM radio (91.9 Sidharth FM, Cuttack) before returning to satellite television in 2021. The network's channels are described in industry references as premium pay channels, though Jay Jagannath TV distinguishes itself by carrying no advertising.

Programming

The channel's entire schedule revolves around Lord Jagannath. Its centrepiece is the live broadcast of the deity's daily rituals and darshan from the Jagannath Temple in Puri, offered 365 days a year, including special festivals and rituals. Around the live feed, the channel carries spiritual discourses, bhajans and devotional music, and programmes exploring the history, culture and philosophy associated with Mahaprabhu Jagannath and the Puri Dham. The channel also maintains a round-the-clock live feed on YouTube, extending the darshan to devotees worldwide.

The festival calendar gives the channel its most important programming moments. Puri's ritual year is among the richest in Hinduism, encompassing the Snana Yatra (the ceremonial bathing festival), the world-famous Rath Yatra (the chariot festival that draws millions to Puri), and the Bahuda Yatra (the return journey) — and the channel's promise of 365-day live coverage of daily and special-festival rituals positions it as the televised window into that calendar. For devotees unable to travel to Puri, particularly the elderly and the Odia diaspora, the uninterrupted live feed functions as a form of remote pilgrimage.

The Ad-Free Format

Jay Jagannath TV is billed as the first ad-free television channel of Odisha — and, with its Hindi version, the network stresses that both versions are "completely ad-free and break-less." The format is a deliberate devotional choice: uninterrupted darshan and discourse, without commercial breaks intruding on worship. In a television economy built on advertising, the ad-free devotional model is unusual, and the network has presented it as a service to devotees rather than a conventional commercial proposition.

The Hindi Version

After nearly four years of operating the Odia channel across cable and DTH platforms, the network expanded the brand in January 2026 with a Hindi-language version of Jay Jagannath TV. Announcing the launch, the network said the Hindi channel aimed to take the spiritual glory, culture and philosophy of Mahaprabhu Jagannath of Puri Dham to non-Odia devotees across India, offering 365 days of live darshan of daily and special-festival rituals and thereby breaking language barriers. Like the Odia channel, the Hindi version is completely ad-free and break-less. At launch it was available in testing mode on YouTube as "Jay Jagannath TV Hindi," with a satellite and wider platform launch to follow.

Relationship with Sister Channels

Jay Jagannath TV is the fourth television channel of the Sidharth TV Network. Sidharth TV is the flagship general entertainment channel, Sidharth Gold carries Odia movies, music and jatra, and Sidharth Bhakti — launched on 1 April 2021 — is the network's first devotional channel, offering a broader Hindu devotional mix of discourses, bhajans, folk-religious content and astrology. The group's radio arm, 91.9 Sidharth FM, broadcasts Odia music from Cuttack. Together the devotional channels give the network two distinct spiritual offerings: Sidharth Bhakti's wide-ranging Hindu devotional slate and Jay Jagannath TV's single-deity focus.

Market Position

Jay Jagannath TV entered a devotional market that is distinctive to Odisha. Trade analysis notes that Odia is the only East Indian language with dedicated devotional channels — a reflection of the Puri Jagannath temple's centrality to the state's religious life, comparable to the Venkateswara temple's role in Andhra Pradesh. The channel joined Ortel's Prarthana TV, the oldest Odia devotional channel, and its own sibling Sidharth Bhakti, becoming the third Odia devotional channel overall. Its single-deity dedication and ad-free format differentiate it from both.

The network says the Odia channel garnered strong viewership and appreciation from devotees across cable and DTH platforms over its first four years — a claim that underpinned the decision to launch the Hindi version. The 2026 Hindi expansion signals the network's ambition to carry the Jagannath tradition beyond Odisha to a national devotional audience, competing for the attention of Hindi-speaking devotees who follow the Puri temple's rituals from afar. In a state of more than 45 million people where devotional programming ranks among the most-watched genres, the Sidharth network's two devotional channels give it a spiritual stronghold that national broadcasters — focused on general entertainment and news — have left largely uncontested.

The Jagannath Tradition on Television

The channel's subject is one of Hinduism's most venerated deities. Lord Jagannath of Puri — worshipped alongside Balabhadra and Subhadra — is the presiding deity of Odisha, and the 12th-century Jagannath Temple at Puri is one of the Char Dham, the four cardinal pilgrimage sites of Hinduism. The annual Rath Yatra, in which the deities are carried on towering chariots through Puri's streets, is among the world's largest religious gatherings. By dedicating an entire channel to this tradition, Jay Jagannath TV turned the temple's daily and festival ritual life into round-the-clock television — a format without precedent in Odia broadcasting, and one that treats the broadcast itself as an act of devotion.

Distribution

The channel launched as a pay channel on the Sidharth bouquet, with Dish TV adding it pre-launch on LCN 1397 and further DTH additions — including Airtel Digital TV and Sun Direct — expected to follow. It is also receivable via C-band satellite and streams live on YouTube, giving it reach beyond traditional television households.

Official Website

The official website of the Sidharth TV Network, which carries information on Jay Jagannath TV and its sister channels, is sidharthtvnetwork.com.