Chennai-based Kalaignar TV Pvt Ltd, owned by former Tamil Nadu Chief Minister M Karunanidhi, is adding a 24-hour Tamil satellite music channel ‘Murasu TV’ to its existing bouquet of five genre-based channels. The channel is set to launch on January 26, 2012 and will be telecast only on the cable platform at present. The channel sports the tagline ‘Isai Alai (A musical wave): Non-stop music’.
The promotional activities for Murasu TV are commencing from January 23, 2012, with teasers running on their network channels. A day or two prior to the launch, ads will be aired across radio stations as well as outdoor and print media channels across Tamil Nadu.
RMS Rajesh Kumar, VP of 24-hour kids channel Chithiram TV, has been assigned the additional responsibility of managing content for Murasu TV.
It may be noted that Kalaignar TV already has a 24x7 music/ music-related programme channel ‘Isai Aruvi’, which was launched on February 22, 2008. When asked why the need for another music channel, a spokesperson explained, “Isai Aruvi is primarily focused on the youth in the age group of 14-35 years. Our research showed us that there was a vacuum when it came to playing old songs on existing music channels. Although there are radio stations playing old songs, there is a preference for watching them on television. We have been playing black and white songs on Kalaignar TV for one hour every day for close to two years now. The immense popularity of this show assured us that we could pull out the concept and tailor it into a music channel that would appeal to Tamil music lovers of all age groups – from 6-60 years.”
Murasu TV will play music from the pre-2000s era with specific themes such as songs of popular actors, musicians, lyricists, singers, and so on, in different time slots. There is no plan at present to introduce reality or concept-based shows into the content mix. “The USP of the channel is its thematic approach, presenting its viewers a new entertainment platform. The channel, with its customised concept offering, will definitely be different from what Tamil audiences are used to and is sure to strike a chord with them. Our creative team has created a music mix strategically planned to uplift the mood of listeners,” the official added.
Murasu TV will face some stiff competition from existing Tamil music channels such as Sun Music, Jaya Max, Raj Musix, Mega Musiq, 7s Music, and multilingual music channels like SS Music and Channel UFX.
The Kalaignar TV network has been launching at least one channel a year ever since it had ventured into the Tamil television space in 2007 with entertainment channel Kalaignar TV in mid-September. This was followed by the music channel ‘Isai Aruvi’ in early 2008. In November the same year, they made a foray into the Tamil news segment with Seythigal. Sirippoli, a 24x7 channel exclusively focusing on the humour genre went on air in February 2009. In January the following year, the network launched kids’ channel Chithiram TV. Murasu TV is their sixth offering.