Andhra Pradesh is all set to welcome a new generation Telugu General Entertainment Channel (GEC) from the MAA Television Network, MAA Gold. The latest offering will be formally launched on Wednesday, January 25, 2012 at a high voltage event, clubbed with the presentation of the MAA Music Awards. MAA Gold promises ‘24 carat entertainment’ - the gold standard in entertainment. It is being positioned as a ‘trendy’ GEC, combining distinct and differentiated content with a mix of genres, offering an interesting line-up for the entire family. The network has tied up with all the cable operators in the State and is also considering getting on to the DTH platform at a later date. It will be launched, for the present, as a free-to-air channel.
N Prasad, the Chairman of MAA TV, elaborated, “MAA GOLD aims to open up new vistas of entertainment in the Telugu television space. The channel will attract the youth and also encourage family viewing. With an element of surprise and added variety in the programming, it will include in the line-up several original shows, presented in a manner that will appeal to the Twitter, YouTube and Facebook generation.”
The GEC promises to offer more than just ‘soaps’, fiction content, and movies, especially during primetime. Devotional/spiritual content, focus on contemporary issues, fitness, and travelogues will be some of the unique offerings on MAA Gold. For women, the programming will include game shows, cookery shows, and shows focusing on designer wear, kitty parties, and lifestyle. Animation-based content will offer entertainment for kids. The channel will also provide a platform to college students and youth to exhibit their talent through various outreach programmes. Comedy and offbeat programmes presented in a unique style and packaging aim to offer a completely a new experience of TV viewing and entertainment in the Telugu GEC space. Gemini TV, ETV, Vanitha TV, Vissa, and Zee Telugu are some of the leading GECs in the State.
“Combining tradition and nativity with a modern outlook on the programming front, MAA GOLD will be a TV channel on watching which every viewer will feel ‘It’s my kind of channel’. As for promotions for our new channel, we will be able to disclose details at a later date”, Prasad added.
MAA Television Network Limited was formed as a corporate entity in 2001 with their flagship channel Maa TV launched in 2002. MAA now has a bouquet of four channels spread across the major genres with Maa Music launched in 2008 and Maa Movies and Maa Junior going live in February last year. The network is taking several strategic business initiatives to enter into a higher growth orbit with a good bouquet of channels.
MAA Music Awards
MAA also hosts ‘CineMaa Awards’, its flagship event which provides a platform for the film fraternity to come together and celebrate excellence in Telugu cinema. In a bid to recognise contributions encourage the Telugu film music industry, MAA TV will be introducing Music Music Awards from this year. “The introduction of MAA Music Awards as an annual event is our tribute to the industry’s film music directors, lyricists, singers and others in the music fraternity. The quality and standard of the MAA Music Awards event will be on par with the CineMaa Awards”, Prasad shared.
Among the many awards to be handed out, the Lifetime Achievement Award is being conferred to Sri Sirivennela Sitarama Sastry for yeoman services rendered to the world of film music and literature.