Achyutananda Samanta, social entrepreneur and philanthropist, (who is also the founder of KIIT Group of Institutions which includes KiiT University, Kalinga Institute of Social Sciences (KISS), KIIT International School, Kalinga Institute of Medical Sciences), has launched 24x7 news channel Kalinga TV. The channel is all set to go on air in the next few days and will compete with other channels like Zee Kalinga, Prameya News, Focus Odisha among others. Samanta talks about the objective behind launching the channel and the potential in Odisha market.
You have launched Kalinga TV two weeks ago, what is the potential you see in the market? What is your target for this year?
We have launched Kalinga TV on 18th April. I hope there will be a good market for electronic media. There is some vacuum to fulfil the needs of the people of the state for giving right information at the right time and also mentioning the right place. There is huge gap in this field, people are anxious to know about the news and views. Kalinga TV will solve many such problems.
Odisha has become a progressive state in the last ten years and it will grow further. It’s all because of good industrialisation, mines, minerals and tourism which is also booming in Odisha.
How much revenue are you expecting this year from Odisha market?
We have thought of managing the recurring expenses of our channel in the first year. As it’s the first year, we are expecting about Rs 15 crore.
With Channels like Zee Kalinga, Prameya news already available do you think it’s the right time to launch your channel? Is there a window for a new channel?
There is a huge gap that needs to be addressed to fulfil the needs of the people. I won’t say that these channels are not fulfilling the gap but still there a lot that can be done.
What are the key focus areas for Kalinga TV this year?
Key focus areas of Kalinga TV is that it should be positive, constructive and suggestive in comparison to any other channels. It focuses on the interest of underprivileged people and children in the state and country. I am totally dedicated to the cause of the underprivileged children. Apart from that we will try to gain stability in the market for coming two years.
How will the delay in digitisation deadline impact Kalinga TV?
Carriage fee is a problem to each and every channel. If digitisation happens it will be easy for ust and it will help us to cope with the current situation. Kalinga TV needs to reach to the people with different distribution networks and we are trying to handle the situation.
What are your views on BARC and its first set of ratings?
We will subscribe to BARC and expect them to deliver neutral ratings.
Which sectors are the key growth drivers for Odisha market?
Education, Infrastructure, Hospitals, Government and Tourism are the key growth sectors.
Who do you consider your strongest competition?
All the established media houses are our competition.