Kerala-based channel Asianet is launching its music-cum-lifestyle channel – Asianet Plus – on July 23. The news on the group’s plan to start this channel was confirmed to exchange4media in April. However, with the licence clearance, the channel has finally taken shape now with a complete entertainment-packed programme format.
Mohan Nair, Chief Operating Officer, Asianet, is upbeat about the launch and believes that the channel is ready to take on Surya’s Kiran TV. Asked if the battle was going to be neck-and-neck, he said, “Definitely, in fact, we believe that Asianet Plus will do well because it is a complete youth channel and not just focusing on music and movies like the rival channel.”
The channel’s positioning would be that of music-cum-lifestyle padded with programmes for the youth like career guidance, health guide, game shows, etc, the channel would be launched with a movie premier, Nair said.
On the programme format, he said, “We will have English, Hindi, Tamil and Malayalam music. While some shows will be live call-in shows, others will be recorded. Apart from this, we will be having a fashion show. The mood of the channel will be peppy, bubbly and vibrant.” Nair added that the post-11 pm slot was being worked out and there would be some programmes that would be specifically targeted at the Gulf. He further said that the group planned to take the channel to the US as well.
Adding the element of fun would be of course the VJs, who are going to be a bunch of hardcore music lovers. “Almost 95 per cent of the team constitutes freshers who are hardcore music lovers. We have also retained some very popular VJs who did very well in Asianet. Asianet Plus will, therefore, have a mix of fresh and popular faces to add the ‘spark of youthfulness’ to the channel,” he elaborated.
On the revenue aspect, Nair said, “We have incorporated the right properties, which would be a pull factor for the advertisers. However, apart from this, some advertisers like FMCG brands have already approached us for Asianet Plus.”