Aditya TV, the fourth Telugu channel from the Sun Network, will start beaming from 8 AM on Saturday, April 9. Aditya TV will position itself as an entertainment channel targeted at the youth and the family. The South Indian television behemoth already has Gemini TV, movie and infotainment channel, Teja TV, and a news channel, Teja News.
Speaking to exchange4media, a senior official with the network said, "Andhra audiences are viewing the channel's test transmission today. The launch will be from 8 AM, and coincides with the Telugu festival day of Ugadi."
Earlier this year, it was announced that the new channel would line up content from leading production houses like Balaji Telefilms, Radaan Mediaworks and Yantra Media. The launch of Aditya TV follows Sun's launch of Malayalam channel Kiran TV in January, and the next launch from the stable is expected to be in Kolkata, in the form of a Bengali channel named Surjo.
As reported by exchange4media, Asianet is launching its Music-cum-Lifestyle channel in Malayalam called Asianet Plus this month. With the bulk of its programming being Music-based in four languages, namely English, Hindi, Tamil and Malayalam, industry watchers say that the channel will try to woo viewers from SS Music, besides competing with Kiran TV. SS Music is currently engaged in setting up a production center in Cochin, as part of its plans to cover all of South India extensively.