Kasthuri TV all set for revamp

The Kannada GEC will broadcast a refreshed line-up of programmes; the new content strategy involves strengthening the prime-time viewing slot with a mix of fiction and non-fiction programmes

e4m by exchange4media Staff
Updated: Jan 30, 2015 1:41 PM
 Kasthuri TV all set for revamp

Kasthuri TV, a Kannada channel, is all set for a revamp.

Launched in 2007 as a general entertainment-cum-news channel, it carried 60 per cent entertainment and 40 per cent news content. In November 2014, Kasthuri TV roped in Whitehorse Network (WHN) to take over the channel’s operations for five years.

The core management team at WHN comprises P Kailasam, Director and CEO; GV Krishnamurthy, Business Head, and Shivakumar, Chief Content Strategist. They have been spearheading the new way forward for the channel with new shows, look and positioning. They have entrusted the channel’s ad sales duties to Aidem Ventures.

As a part of the revamp strategy, the channel will feature a refreshed line-up of programmes. “Kasthuri is poised to get back its glory. We are revamping the channel and our USP is to offer differentiated yet mass-based content to viewers,” said Kailasam.

“At present, Kasthuri TV enjoys a good reach compared with the bigger platforms within its genre. The new content will bring in fresh audiences and improve time spent and stickiness of the existing base,” said Vikas Khanchandani, Director, Aidem Ventures Pvt. Ltd.

Based on the research done in order to understand the regional television viewing habits in Karnataka, the new content strategy involves strengthening the prime-time viewing slot with a mix of fiction and non-fiction programmes.

One of the non-fiction programmes slated for launch is ‘Mathandre Maathu’, starring Murali. It is a talk show that brings two polarised sections of the society on one platform to share their views on social and political issues. Another non-fiction programme to be launched next week is ‘Padhakondhu Saval’, an interactive game show in which callers can participate. Yet another interactive game show that first went on air last Monday is ‘Sakath Atte Super Sose’ hosted by Sushma K Rao. In this first-of-its-kind TV show, a mother-in-law and daughter-in-law participate together as a team and compete with similar teams.

The weekend programme line-up includes ‘Aradirali Belaku’, a talk show on social issues faced by the common man. Malavika Avinash, a well-known Kannada TV celebrity, will host the show. ‘Nan Life Nal One Dhina’, is a celebrity talk show where the audience can know about the lives of popular actors, politicians, spotspersons, etc. as the host interviews them every Sunday from 7.30-8.30pm. ‘Crime Alert’ and ‘Guggunanmaklu’ are other weekend programmes.

This refreshed programme line-up promises the audience complete entertainment.

Apart from the new list of programmes, WHN has strengthened the channel’s movie library by acquiring 50 A-category titles this fiscal. Kasthuri TV will soon be donning a new look. Its refreshed packaging and new promotional strategy are also underway.

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