The Manorama Group has further strengthened its operations with the launch of its new Malayalam general entertainment channel Mazhavil Manorama. Mazhavil, which means rainbow, adds to Manorama Group’s diverse interest in regional dailies, radio channel, news channel, magazines and online news.
Speaking at the launch, Jayant Mammen Mathew, Director, Mazhavil Manorama, said, “I am hoping that Mazhavil Manorama will become the No. 1 Malayalam channel. It will definitely take some time, but eventually we are hoping that the stage would definitely come.”
The Group aims to leverage on the popularity and the No. 1 status of Malayala Manorama among newspapers in Kerala.
Mathew informed that the Group had used print, radio, out-of-home, digital and social media as part of its advertising mix for the new channel, besides a few road shows in Kerala.
Mazhavil Manorama seeks to take on established players like Kerala’s No. 1 channel Asianet. Other players in the market include the likes of Surya TV.
According to the sources, the newly-launched channel also has plans to come out with a reality show at a later stage to give a stage to aspiring singers in Kerala. It remains to be seen how differently Mazhavil Manorama does this show, since there has been a plethora of such reality shows in the Malayalam GEC space.