MUMBAI: Asianet is launching its Telugu entertainment channel Sitara on 9 October with a heavy focus on movies. Also in the pipeline is a Telugu news channel.
"We are launching Sitara channel on 9 October. The channel will be beamed from 6 am. The Telugu news channel will follow and coincide with the second phase of Sitara's growth plans,” Asianet COO Vijay Babu tells Indiantelevision.com.
In the first phase of launch, the channel will air in-house programmes and a movie daily. The channel will telecast a mythological at 7 pm while the 7.30 pm slot is kept for Telugu movies.
The channel will air movies for 30-40 days, after which it will launch its second phase with reality shows and soaps.
“Appetite for movies is quite high in Andhra Pradesh, and a movie every day will do better sampling for our channel,” says Babu. “We have been acquiring movies aggressively since the last two years.”
The channel will bring international format reality shows for the Telugu audience, adds Babu.
Sitara will be available on Hathway Cable & Datacom, which has a major presence in Hyderabad, and other cable networks. “We have signed up with Hathway for distribution. Within 20-30 days, we will reach across the whole of Andhra Pradesh. We have also done distribution deals for our upcoming news channel,” avers Babu.
Asianet has started a 360 degree promotional campaign for the channel. The company is spending heavily on radio, outdoor and print for promoting the channel, adds Babu.
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