Asianet Television Network has announced the launch of its Telugu general entertainment channel ‘Sitara’ in Hyderabad recently. The group will shortly launch their 24-hour Telugu news channel as well. Amidst the much-hyped speculation of its JV with Star TV, Asianet extends its strong regional presence a step further with this recent Telegu venture. It will now have its foothold in Telugu and Kannada, besides its 18-year old home turf of the Malayalam television space.
Sitara will be launched in two phases. First set of programming will include blockbuster movies, and in-house content, including genres of general entertainment, cookery, travelogues, soaps, live shows, etc. The second phase will see replacement of prime time movies with game shows and reality TV. Sitara claims that its programmes are based on some international formats with a local flavour.
A company release quoted Vijay Babu, COO, Sitara, as saying, “Sitara offers improved content, backed by over a decade of experience in South India. Besides this, it will use fresh and exciting channel drivers based on formats rarely seen in an industry which is used to banking on existing pure play film and allied film content.”
He further claimed, “Andhra Pradesh viewers have traditionally been great admirers of cinema. It has always been an important quotient of television programming. Sitara has been aggressively acquiring new blockbusters and old favourites and has an impressive library to its credit. Hence, viewers will be delighted to watch some never before seen movies and movie-based programmes on small screen.”