Kerala-based channel Asianet will launch a music-cum-lifestyle channel called 'Asianet Plus' this month, Mohan Nair, COO, Asianet, told exchange4media on Thursday. He said that the channel will target the youth with music in four languages.
Though the channel will position itself as a music-cum-lifestyle product, the bulk of its content will be music pogramming. The channel is also planning to showcase one Malayalam movie at primetime every day, informed Nair.
Said Nair, "We will have English, Hindi, Tamil and Malayalam music. While some shows will be call-in live shows, others will be recorded. Apart from this we will also have a fashion show. The mood of the channel will be peppy, bubbly and vibrant."
Asianet Plus will have to compete directly with Kiran from the Sun stable, which also showcases music and movies. But Asianet is confident. As Nair said, a lot of research has gone into the programme formatting and content, and "therefore we really aren't worried about our channel being a success".
Antakshari, fusion music, songs by popular bands, singing competitions in colleges are some of the programmes that are expected to capture eyeballs. Explained Nair, "Almost 95 per cent of the team constitutes freshers who are hardcore music lovers. We have also retained some very popular VJs who did very well in Asianet. Asianet Plus will therefore have a mix of fresh and popular faces to add the spark of youthfulness to the channel."