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Indiavision’s youth channel ‘YES’ hopes to launch in October

26-August-2005
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Indiavision’s youth channel ‘YES’ hopes to launch in October

YES, in all probability, will be name of Indiavision’s second channel, after it is re-launched as a full-fledged youth channel later this year. The channel is not sure of the date of launch, but is optimistic that the launch would happen in October.

With financial constraints promising to get out of the way, Indiavision, the Malayalam news channel, hopes to achieve a national footprint too.

The second channel had been pending re-launch in a new avatar for sometime now thanks to cash inflow delays, according to the channel’s Chief Marketing Officer, Isaac Jacob.

Speaking to exchange4media, he said, “Though the original intent was to create a channel to cater to lottery result announcements, the channel was continued even after lottery ran into trouble in the state. This will now take a fresh look and feel of a youth channel, and we will have to look to shifting to an Indian transponder to launch the youth channel. We are hopeful of a launch by October, though I cannot commit on a date.”

The parent channel, Indiavision, and the new channel, are part of Indiavision Satellite Communications Ltd, promoted by Dr Muneer, the present Kerala PWD Minister. Sources indicated that the youth channel would be called YES or YES Indiavision.

“The genre will clearly be different from entertainment in that there will be no serials and movies, and the content will focus on music, game-shows, comedies and the like. In this genre lies Asianet Plus, which has a good content mix and is a peppy channel. We are working on our own content plan and trying to fine tune it,” added Jacob.

Separate sets of additional resources are to be added on to the existing teams on the programming and marketing fronts. But the channel’s CMO wasn’t sure if combination deals on advertising for both channels would go down well with local advertisers. Further, the number of youth brands on the news channel is, admittedly, not many.

Jacob said, “There are instances when combination deals haven’t worked out properly with the local advertisers in the Kerala market. In the Mumbai and Delhi markets, we will have to wait and watch for when the programming and marketing teams are in place.”

Advertising on the parent news channel, Indiavision, is currently in the ratio of 80:20 in favour of local advertisers. Jacob claimed a 100 per cent reach (and leadership in the news genre) in the Kerala market for the news channel. Indiavision is working towards expanding its national presence too. The two-channel package is expected to help in this direction.

Indiavision was launched in July 2003.

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