Kiran, the popular Malayalam music channel from Sun Group’s stable, has been re-packaged and re-launched as a full-fledged movie channel
With the new tagline, ‘Full Time Cinema’, the channel intends targeting audiences across all age groups. The content is strategically designed with a mix of action, romance and classic movies.
The channel was first launched by Sun Group in January 2005 as a 24-hour music channel and later a mix of music and movies was added to make it more appealing.
The need for change
It is important to note that Kiran is the second movie channel in Kerala after Asianet Movies, which was launched a year ago.
“Content is king and re-inventing it to suit the audience demand is crucial. Since there were too many platforms offering music, we thought of adding a movie channel instead, as it targets a huge chunk of the Southern market,” said Saju David, Vice President – Programming of Malayalam Clusters from Sun Group.
Saju has been instrumental in revamping the programming content at Kiran. The new movie channel is being heavily promoted to attract more eyeballs.
Sources close to exchange4media revealed that Malayalam Clusters of Sun Group is also planning to launch a new music channel by end August.