After venturing into the Middle East, the US, Canada and Australia, Amrita TV will now be available in European countries. The Malayalam satellite channel has inked an agreement with Terra Group, London which would carry the channel via Hotbird, and deliver round-the-clock programmes and news in the European countries.
The channel is planning a series of road shows across Europe in collaboration with the Terra Group to create awareness about its unique programme-menu and facilitate people to subscribe to the channel.
Mata Amritanandamayi, an Indian spiritual leader popularly known as Amma, would be on a Dharshan tour across Europe covering the UK, Germany, France, Italy, Spain and Ireland between in October-November this year, and Amrita TV would be using this as a platform to popularise the channel in these countries.
Speaking to exchange4media, A Sushil Kumar, Global Head-Marketing and Communications, Amrita Television, said, “Now there is vehicle for the manufacturers based in Kerala who want to market their products in Europe and vice versa. The move would also accelerate the advertisement revenue of the channel.”
When asked whether there would be any change in the programming content, he said, “There will not be any change in the programming content, but we would consider commissioning some programmes which cater to the European flavour at a later stage.”
In India, the channel is being carried by Tata Sky, DishTV and all premier cable networks. For the record, Amrita TV had bagged 15 awards at the Kerala Television Awards in May 2006. The Kerala Television Awards is an annual award instituted by the Kerala government.