Five months after launching its general entertainment channel Kalaignar TV, Kalaignar TV Network officially launched its 24-hour music channel, Isaiaruvi, on February 22, 2008.
The DMK-backed television network has entered into an understanding with Social Media India Ltd (SMIL), an emerging media and communications conglomerate, wherein the latter would monetise and position Isaiaruvi as a media platform for advertisers across India through its soon-to-be launched online media exchange.
With innovative content, slick packaging, and strong distribution and reach, Isaiaruvi is expected to compete with other music channels like Jaya Max, Raj Musix and the established players in the genre like Sun Music.
Commenting on the launch, Sharad Kumar, Director and Head, Kalaignar TV, said, “With unique packaging, innovative content and our strong understanding of the South Indian television market, Isaiaruvi would emerge as the leading music channel in Tamil Nadu and I am proud of our association with SMIL, which will definitely reach multiple milestones in the long-run.”
Speaking about the tie-up with Isaiaruvi, Vishnu Induri, MD, SMIL, said, “SMIL’s flagship online affiliate network has already emerged as India’s leading online advertising platform with over 600 leading websites. We are widening our spectrum of media platforms and have entered the television space through Isaiaruvi. It gives us immense pride and pleasure to be associated with the prestigious Kalaignar TV Network, which has already established itself as the leading TV network in the South Indian market.”
With TAM throwing in some good numbers during the dry run, Isaiaruvi is expected to emerge as tough competition to Sun Music, the music channel from Sun Network.
Kalaignar TV launches test run of its music channel Isai Aruvi