Top Story

e4m_logo.png

Home >> Media - TV >> Article

Amrita TV to start news bulletins from today

18-April-2005
Font Size   16
Share
Amrita TV to start news bulletins from today

Amrita TV, the 24-hour Malayalam Television channel promoted by devotees of Mata Amritanandamayi, went on air from April 14, starting 7 pm, with the 'Amrita Film Fraternity Awards' held in Trivandrum. The channel's news bulletins are set to start from April 18, with seven bulletins a day. Neelan, who has moved in from Asianet, will be the Chief News Editor for the channel.

On the news content of the channel, Neelan said, "Amrita TV will be sensitive to news, but never sensationalise news. 35 per cent of the news carried across channels is the same. So the difference will come in the presentation." Of the day's programming, five and a half hours have been allotted to news and current affairs. On each day of the week, one half hour show from among themes like Investigative stories, Sports round up, Reporter's Diary and Interviews would be aired.

Other movements into the channel include Ajayan, the former Sr. VP of Asianet Cable Vision, Asianet's cable network, who moves in as Executive Producer. Suresh Narayanan, the former CEO of Kairali TV, joins Amrita as Executive Director - Marketing & Corporate Planning. A former Director of Doordarshan credited with setting up several Kendras in Kerala, G P Nair, moves into Amrita TV as its Technical Head. Suresh Babu from Mathrubhumi has been roped in as News Editor.

In a recorded video message, Amritananda Mayi Devi or 'Amma' as she is known to her devotees, said, "Today, TV and newspapers have become an indispensable part of our lives. There are already so many TV channels. We may question the necessity of yet another." She said that the channel would attempt to 'reform and refine the mind through cultivation of values. She added, "The media should help people to think and act with maturity. To discriminate between the truth and untruth and to being out reality - this is the dharma of the media."

In Kerala's state capital on the festive occasion of Vishu on Thursday, one witnessed extensive outdoor visibility of Amrita TV. The frenzied festivities, though, were unmistakably different from typical awards nights as we know them. How many film-award nights can boast of heart-warming performances by school kids, which can prove as entertaining to audiences as the synchronized mass-gyrations we're all too familiar with? Or for that matter, classical dance performances that can hold the audience spellbound in spite of an intermittent drizzle? The event revealed a lot about the positioning of the channel - 'Your channel to goodness'.

At the function attended by danseuse Sonal Mansingh, film stars Mamooty, Mohanlal, Suresh Gopi, Shilpa Shetty, Shobhana, producer Ramesh Sippy, composer Bhupen Hazarika, and others the film awards were handed over to the winners. Amrita TV constituted the awards in association with the Trivandrum Film Academy.

Sudhakar Jayaram, the Tanjore-born ex-Infosys hand who is Chief General Manager, Amrita TV, summed up the thinking behind the channel, saying, "Amrita TV's objective is to provide clean and quality entertainment that is uplifting and elevating."

While the channel is admittedly guided by their Amma's vision, it has gone further and dipped into the market before going on air. In a detailed survey across members of the public in Kerala, the channel learnt that while there was a general resentment against serials, Keralites felt the need for programming that encouraged a positive way of life, a need for healthy, value-oriented children's programming, and programs that the family could watch and enjoy together. The channel hopes to cater to these needs in a market with established players including Asianet, Surya, and Kairali TV and relatively newer entrants Kiran and Asianet Plus.

Tags

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.