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Others Kerala media gears up for Onam exuberance

Kerala media gears up for Onam exuberance

Author | Esha Madhavan | Tuesday, Sep 02,2008 8:31 AM

Kerala media gears up for Onam exuberance

The people are ready, the marketers are prepared, so can media be far behind? Even as Kerala reverberates with Onam festivities, though still 10 days away, print, television and radio players in the southern state are busy lining up programmes to celebrate Kerala’s biggest festival with all the pomp and gaiety.

Asianet is celebrating Onam with a two-week programme menu comprising interviews, films, special programmes and music-based shows. Beginning on September 2, (the Atham day), the festivities will continue till September 14 (the Chathayam day). Television premiers of movies like ‘Classmates’, Mammooty-starrer ‘Prajapathi’, ‘Chess’, ‘Thuruppugulan’ and Mohanlal-starrer ‘Mahasamudram’ are spread across the days. Interviews and close ups of various south Indian stars, including National Award winner Priyamani, have been slated for prime time slots. A mega stage show, ‘Ponnonam 2008’ is being organised in Dubai, which will be telecast on the channel along with the Asianet Film Awards, besides comedy skits, Onam songs, etc. Asianet News and Asianet Plus have also line up special programmes for Onam.

Amrita TV has created programme slots spread over the different days of Onam celebrations. Sushil Kumar, Global Head, Marketing and Communication, calls it a power-packed Onam menu with the slots including world TV premiers of blockbuster Malyalam movies like ‘Don’, Mohanlal’s ‘Hallo’ and classic award winning movies like Mammooty’s ‘Orekadal’. Celebrity interviews featuring filmstars, politicians and even beauty queens like Miss India Parvathy Omanakttun have been lined up. Various Onam specific shows have also been added to the itinerary.

Among print players, Mathrubhumi Publication’s weekly issue has been crafted into a twin Onam special issue with 600 pages of literary items. Along with that a twin issue of Onam special Grihalakshmi of total 200 pages is being launched. The publication is optimistic about cashing in the optimum from the travel magazine Yathra matching up with the touring plans of the people in the festive season.

Baiju, DGM Circulation, Mathrubhumi Group, said, “We will be organising various events to capture the true cultural flavours of Onam. Contests will be organised across the state for the flower carpet event (Pookalam) and various other Onam related events. Through our various media vehicles we will cover events organised by local associations and clubs. In order to take the shopping spree a step further, we have tied up with various brands, and one such tie up is with Future Group’s Big Bazaar.”

Not to be left behind, Fm players in Kerala, too, have come up with a variety of special programmes. Malayala Manorama Group’s Radio Mango has crafted innovative content in the form of programme capsules like ‘Maveli Returns’ as part of the humour genre. OB programme called ‘Onamkeralamoola’ will be on air from next week onwards, wherein bumper gifts will be hidden in various parts of the cities and listeners will have to find them out through given clues. Apart from this, various other ground events have been scheduled to be launched by the radio station for Onam festivities.

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