The Mathrubhumi Printing and Publishing Company, which publishers popular Malayalam daily Mathrubhumi, is gearing up to enter the news space in Kerala with a 24-hour news and current affairs channel. The channel, to be called ‘Mathrubhumi News’, will go on air in 2011. The news channel will be based in Thiruvananthapuram.
Shreyams Kumar, Director, Electronics Media, Mathrubhumi Printing and Publishing Co said that the company was waiting for the license for the channel to go on air.
The recruitment process for the news channel was currently underway, Kumar said, adding, “We will come in and expand the market. The market share for news is relatively low (around 9 per cent) in Kerala. We are quite confident of giving good content by leveraging our experience and expertise. We are socially very sensitive to the requirements of the people. We are independent and do not owe allegiance to any group or any of those sort.”
Mathrubhumi has been managing content for the last 87 years. As a brand, Mathrubhumi has got a strong attachment with the people of Kerala. Kumar is confident of leveraging the aforementioned advantages while building brand Mathrubhumi News.
Currently, there are four news channels in Kerala – Indiavision News, Asianet News, People (Kairali) and Malayala Manorama. Manorama News leads the pack among the news channels with 38.2 per cent channel share. Followed by Asianet News (31.3 per cent) and Indiavision (30.1 per cent) [Source TAM, Kerala Market, TG: 25+ yrs, Jan-Sept 2010].
Meanwhile, Kerala Kaumudi is also planning to launch a Malayalam news and current affairs channel in Kerala sometime next year. Nikesh Kumar, who was till recently with Indiavision TV, is also going to start a news channel from Kerala by the name of ‘Reporter’.