the channels are free-to-air and have already secured carriage deals
with most of the cable operators in the state including Asianet
Cable Television, Keralas biggest multi-system operator (MSO).
The company is also planning to launch the news channel in Gulf
and in metro cities like Mumbai and Delhi.
TV chief executive officer Mohan Nair, who has earlier worked with
Asianet Communications as COO and Sri Lankan media conglomerate
Maharaja Broadcasting Corporation as CEO, believes that the television
foray is a natural extension for the Mathrubhumi Group as it has
interests in print through leading Malayalam daily Mathrubhumi and
in radio courtesy Club FM.
had diversified into radio some years back and so we saw a rightful
extension in television, Nair says.
TV, which is also into content production, is a subsidiary of Mathrubhumi
Printing & Publishing Co. Ltd. (MPPCL).
2010-11, MPPCL reported a net profit of Rs 300.4 million on net
sales of Rs 3.89 billion. For the nine months ended 31 December,
2012, the company reported a net profit of Rs 238.6 million on net
revenues of Rs 3.28 billion.
The TV News foray
a news channel was a no-brainer for the Malayalam media company
as it complements Mathrubhumis print media business. The 90-year-old
Mathrubhumi newspaper is the flagship brand of the company and competes
with Malayala Manorama which incidentally also runs a news channel,
who has also served as the chief of bureau of Economic Times in
Mumbai, believes that the news channel's USP will be its HD technology,
talented team of journalists, and independent coverage.
last bit is important as Kerala has political party backed news
channels namely Congress Jaihind TV and CPI (M)s People
are only four to five pure news channels in Kerala. Our USP is that
we will be an independent news channel, avers Nair.
broadcasters in Kerala, like in the rest of the country, are heavily
dependent on ad revenue, which is estimated to be in the region
of Rs 1 billion.
news channel will have Unni Krishnan as the Chief of News with a
team of 250 journalists assisting him. Mathrubhumi News will have
a bureau in every district of Kerala which will give it an edge
in covering locally relevant issues.
Kerala, the channel will also have bureaus in Delhi, Mumbai, and
news channels have a skew towards male audience, Mathrubhumi News
will have programming that targets women and youth. The idea
is to have a complete news channel which offers something to everyone,
channel is being promoted primarily through Mathrubhumis print
and radio platform apart from outdoor ads.
TV to follow 9XM model
Mathrubhumi Group is also betting big on its speciality channel
Kappa TV that will air music and humour content. The company will
follow the 9XM model which has a mix of music and animated content.
TV will air Malayalam, Tamil, Hindi and English songs in order to
cater to the diverse taste of the states youth population.
Malayalam music will continue to be the driver content for the channel.
The channel is targeted at 18-35 age group.
Malayalam music genre currently has only two serious players in
Asianet Plus and Raj Musix Malayalam.
Kappa TV, we intend to bring elements of radio on television,"