The Hindu Business Line : Asianet launches third channel

Called Asianet Plus, the new television channel is targeted at young Malayalees across the world, said Mr Mohan Nair, Chief Operating Officer, Asianet Communications Ltd.

Addressing a press conference in the city today, Mr K. Madhavan, Managing Director, said the new channel, which is currently in the test transmission stage, will formally begin operations on July 23. In keeping with its focus on youth, Asianet Plus will have a range of music, comedy and dance-based programmes.

Quiz shows, films, a programme on career options for young people and programmes that promote new talent in areas such as music will also feature on the channel, he said. The channel's programming mix will be refined based on viewer responses, Mr Madhavan added.

The 24-hour channel will soon be available in other parts of the world. According to Mr Nair, the decision to launch a youth-oriented television channel in Malayalam is part of the company's strategy to deal with the growing segmentation of the satellite television market.

The company, which also operates the Asianet and Asianet News channels, has a 55 per cent share of the total advertising revenue on Malayalam satellite television, said Mr Madhavan. He, however, declined to give any more details on the company's performance.

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