After making the channel available on DTH platforms such as DishTV and Tata Sky, Amrita TV has now tied up with DD Direct+, Doordarshan’s DTH platform.
Commenting on the development, A Sushil Kumar, Global Head-Marketing and Communications, Amrita TV, said, “It is the programme content of the channel with its varying genres like heritage, ecology, mythology, spiritual, human interest, cooking, comedy, and chat shows, along with reality shows, movies, serials and news, that has triggered the phenomenal demand for Amrita TV. There will not be any notable changes in marketing and sales strategy as of now, and the prime focus of the channel would be on reach, which is an estimated at 2.8 million households.”
Kumar further said that a vast majority of the prospective audience, who could not be reached through cable networks or emerging DTH platforms, would now be catered to through this new initiative. Keeping the new set of semi-urban and rural population in mind, the channel would focus not just on reality shows, but on a wide range of educative, entertainment and infotainment programmes covering environment awareness and travel as well, Kumar added.
Amrita TV is a 24-hour Malayalam general entertainment and news channel with global footprint. It has been honoured with 26 State Awards for Excellence in Television, the only channel in India to be bestowed with such a recognition in just two years of its inception, the channel claimed.