A new entrant in the broadcast news segment is all set to foray in the Malayalam speaking state Kerala on a 24X7 format. ‘Mathrubhumi News’ is waiting for the authorities’ nod for the launch as the application is still pending with them.
Mathrubhumi News is the new initiative of Mathrubhumi Printing and Publishing Company, the operators of Malayalam newspaper Mathrubhumi. The new channel will focus on general news, happenings and current affairs.
The operational set up for the channel will be based in Thiruvananthpuram and it will probably go on air early next year.
Shreyams Kumar, Director, Electronics Media, Mathrubhumi Printing and Publishing Co informed exchange4media 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 News will compete with existing players in the segment such as Asianet News, People (Kairali), IndiaVision News and Malayala Manorama.
Meanwhile, Kerala Kaumudi is also planning to launch 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’.
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.