Amrita TV, the Malayalam channel that was launched on April 14, 2005, has lived up to expectations on the programming front with several awards, and worked through its first year to establish its distribution. The coming year will see the channel focus on marketing and sales, for which it is on the lookout for a creative, media and public relations agency.
R Radhakrishnan, Senior Vice-President, Sales and Marketing, Amrita TV, said, “In the last one year, the entire focus has been on programming and distribution. We haven’t focused much on marketing or ad sales. We are now available in all of Kerala, Bangalore, Mumbai, Delhi, in some parts of Tamil Nadu, and in the Middle East, Europe and Canada. We have won nine awards for programming in just eight to nine months of our launch. The marketing team is much stronger now, and we will be roping in an agency for creative and media soon.”
Sushil Kumar joined the channel in mid-February this year, with over 25 years of experience across Popular Automobiles, GIC, DCM, and Amrita School of Business. He will handle global marketing for the channel.
Without divulging the specific ad spends planned, Radhakrishnan said, “We will be looking at an agency to help the brand through creative, a media agency, and also seek agencies to help with PR and marketing support. We will be spending a considerable amount on brand building, and this will be across the country, and also in some international markets.”
The channel has begun briefing “a couple of agencies” already. The search is for an agency that can extend its services to Thiruvananthapuram, where the channel is headquartered.
The channel has also planned a more colourful look from its first anniversary. “On the first anniversary, we will go in for a more colorful look rather than a new look. We will see more programming for the youth, and one of the big-draw shows will be ‘Super Singer’, which will be on the lines of ‘Indian Idol’,” Radhakrishnan said.
Amrita TV’s ‘Super Singer’ will be launched in the first week of May, and the promos will begin in the first week of April. Road shows have been planned across Thiruvananthapuram, Cochin and Calicut, and a total of 15 participants will be shortlisted. They will then be trained, and the entire show will be televised in 90 episodes of 30 minutes’ duration each, culminating in a ground event.
The next ground event for the channel is the Amrita TV Film Awards – a property launched by it on its launch date last year. The second edition is to be held on April 9 at Cochin and will be telecast on April 14, 2006.
R Radhakrishnan parts ways with Raj TV network; joins Amrita TV as Senior VP