New Delhi, Oct. 6 -- Indian television broadcasters are launching new channels, defying stagnating revenues and advertisers flocking to digital media. Their bet: targeted categories catering to large audience segments are still relevant.

Zee Entertainment Enterprises Ltd recently launched Kannada and Bengali language channels Zee Power and Zee BanglaSonar. Sony Pictures Networks India added Sony MAX 1 to its movie portfolio after Shemroo Entertainment Ltd launched Shemaroo Josh, a full-fledged Hindi movie channel. These channels follow both ad-supported and subscription models.

Categories that either play to mass appeal or serve underserved niches tend to make sense, according to Charu Malhotra, managing director and co-founder at manag...