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News Live

News Live is a 24x7 Assamese news television channel with presence across the northeastern region of India including – Assam, Meghalaya, Sikkim, Arunachal Pradesh, Nagaland, Manipur, Mizoram and Tripura. The channel calls itself the voice of the North East people, and their website claims that the channel has been on top of the ratings for a long while. The tagline of the channel is “Pushing North East 24x7”, and the channel works on pushing stories from the region to the national and global audience. The Founder Chairperson of the company that runs the channel is Rinki Bhuyan Sarma, the wife of Himanta Biswa Sarma, the Minister in the Assam BJP government.

Key facts

Audience Share

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Geographic Coverage


Content Type

Free-to-air (DTH and Cable operators)

Data Publicly Available

ownership data is easily available from other sources, e. g. public registries etc.

2 ♥

Media Companies / Groups

Pride East Entertainments


Ownership Structure

News Live is owned by Pride East Entertainments Private Limited. The majority of shares of the company is with Riniki Bhuyan Sarma (51.33%) followed by Mrinalini Devi with 18.29% share, Ranjit Bhattacharya with 13.16% share, Bhaskar Sarma with 11.21% share and Kailash Sarma 5.98% share. Riniki Bhuyan Sarma is the wife of Himanta Biswa Sarma and Mrinalini Devi and Kailash Nath Sarma are the parents of Himanta Biswa Sarma. However, Mr. Kailash Nath Sarma, father of Himanta Biswa Sarma passed away but no information is available on share transfers. The Sarma family in total holds 75.6% of shares in Pride East Entertainments Private Limited.

Voting Rights

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Individual Owner

Group / Individual Owner

Ranjit Bhattacharyya

As per the MGT-7 filings of Pride East Entertainments Private Limited, Ranjit Bhattacharyya is listed among the Hindu undivided family along with Mrinalini Devi and Kailash Nath Sarma – which infers that he is related to the Sarma family. No further information was found on Ranjit Bhattacharyya.

Media Companies / Groups

General Information

Founding Year


Affiliated Interests Founder

Riniki Bhuyan Sarma

is the Founder Chairman and Managing Director of Pride East Entertainments Private Limited, the company that owns the NewsLive satellite news channel that operates in the North Eastern states of India. Sarma is a lawyer by profession and currently enrolled in the Bar Council of India. Riniki Bhuyan Sarma is the wife of Himanta Biswa Sarma who is currently the Minister of Finance, Health & Family Welfare, Public Works Department, Transformation & Development in the Government of Assam. He is the convener of BJP- Bharatiya Janata Party, North East Democratic Alliance (NEDA).

Affiliated Interests Ceo

Riniki Bhuyan Sarma

is the Chairperson and Managing Director of Pride East Entertainments Private Limited, see above for more.

Affiliated Interests Editor-In-Chief

Syed Zarir Hussain

is the Chief Managing Editor of News Live. He has a Bachelor’s in English from Dibrugarh University in Assam and is a Post Graduate in Radio and Television Journalism from the University of Central Lanchashire, United Kingdom. He was awarded the Sarojini Naidu Prize for Best Reporting in English on Panchayati Raj (Village Self Governance in India) by The Hunger Project in 2006. He is the author of a coffee table book, titled “The Undying Maestro: Bhupen Hazarika”.


Srimanta Sankardev Path

Christian Basti

Guwahati, Assam

PIN – 781005

Tel.: +91-361-2340900



Financial Information

Revenue (in Mill. $)

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Operating Profit (in Mill. $)

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Advertising (in % of total funding)

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Market Share

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Further Information

Meta Data

Financial information is available for the holding company but not for the individual channel. Data regarding ownership structure is collected from Ministry of Corporate Affairs website fillings 2017-2018. The company was written to, by email on the 18th March 2019 and by courier on the 22nd March 2019, seeking clarification and confirmation of data collected for the channel and the company. There has been no response from the company.
Mrs Riniki Sarma’s name is spelled as ‘Sharma’ in various sources and that caused confusion as some members of the family including, Bhaskar Sarma and Kailash Nath Sarma were spelled as ‘Sharma’ in different sources. The website of the Newslive spells the name as ‘Sharma’, the document with the shareholders also uses the ‘Sharma’ spelling, however she is registered at the Ministry of Corporate Affairs as Sarma.

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