Malayalam satellite channel Amrita TV is entering into third year of operation this month. The channel, launched in April 2005, has come a long way and has since carved a niche for itself. As part of its second anniversary, the channel would be hosting the third edition of the Amrita Film Awards at Chandrasekharan Stadium in Thiruvananthapuram on May 5.
Around 40,000 people including celebrities, advertisers and actors will be attending this award function. The participants of the award night would also witness a specially conceived three-hour show, which will be an odyssey into 50 years of Malayalam cinema and music, and the influence of Hindi and Tamil music.
Besides this, the channel is also gearing up to launch couple reality shows after its experiment with ‘Super Star’ and couple of other reality shows raked in numbers for the channel.
Sushil Kumar, Global Head-Marketing and Communications, Amrita TV said in its third year, the channel would focus on few key initiatives and steps to strengthen its leadership position in the Malayalam satellite landscape.
He added that based on the experience of the second year, the channel’s prime-time programming strategy will create a blend of shows and soaps. “Traditionally, soaps and serials have been the staple fare of channels. But with the enthusiastic response to reality shows on Amrita TV and its capacity to positively engage audiences, the channel will be experimenting with 50:50 blend of shows and soaps — with advertisers also pitching for it. Besides ‘Vanitaratnam’, Amrita TV will launch ‘Super Dancer’ in May this year, to be followed by ‘Super Star Global’,” he said.
Since nearly three-fourth of the content is produced in-house, there has been a demand from other channels in India and abroad for sourcing Amrita TV programmes. Hence in its third year, content syndication initiatives will be a priority for the channel, Kumar said.
The channel will also focus on strengthening distribution and connectivity, nationally and globally. “Most of the DTH players such as Tata Sky and Dish TV are positioning Amrita TV as a prime player, as also are DD Direct Plus, Reliance DTH and Sun DTH,” he said.
Amrita TV is also planning to procure blockbuster movies, which will become one of the mainstays of its programme menu. The channel envisages attaining leadership position in the Malayalam television space.