The Telugu television news sector is heating up. While December saw the launch announcements of three news channels, January brings forth a fourth player. Vaarttha, one of Andhra Pradesh’s leading Telugu dailies, has decided to diversify into television with plans to launch a news channel. Set for takeoff this year, the organisation is ironing out the details.
Confirming Vaarttha’s decision to venture into television news, Girish Sangi, MD and Chairman of the publication says, “Yes, we have very definite plans to start a news channel. We think the time is right and would like to have our share in that area.”
The Telugu television news sector has seen intense activity with the launch announcements of three news channels. While two of these belong to media majors Eenadu and Sun TV, the third is an i-Labs initiative. When asked if the current clutter in the market would influence the launch date of Vaarttha’s channel, Sangi says, “What is being offered is not news. Vaarttha has an excellent news base and has the right resources to cater to the needs of our viewers. The reputation that we enjoy as a publication will carry over to our television venture.” He adds that a survey had been initiated to learn more about the interests of its viewers, the results of which will be reflected in the channel’s content. According to Sangi, a decision is yet to be taken whether the channel will be a 24/7 news offering or hold a variety of programs.