After a prolonged dry run, Kalaignar TV Network’s second music channel Murasu TV went on air on 2 June. The new channel will play back-to-back hit movie songs from the 1980s and before.
Explaining the long dry run, Ramesh Praba, president, Kalaignar TV Network, said, “We wanted a clear demarcation between Murasu TV and Isai Aruvi (the other music channel from Kalaignar). To make sure that the new channel does not eat into the market share of Isai Aruvi, we have decided to air movie songs up to 1980 on Murasu and songs that came out after 1980 will find a place on Isai Aruvi. Hence, the long dry run”.
Kalaignar has positioned Murasu as a premium music channel and steered clear of VJs. Though the new channel is targeted predominantly at the 40-plus age group, Praba believes that it will get universal acceptance as even youngsters are not averse to songs from ‘80s and before.
According to Praba, the Network has a ‘solid’ bank of movies and songs of this genre. The channel has also been getting tremendous response both from the viewers and the advertisers, he claimed. He added, “To my knowledge, I think it is for the first time that a channel has been launched in this kind of genre anywhere in the country.”
Jewelry and textile brands have taken to the channel already, according to the Network’s president. The intent is to tap national advertisers eventually, on the back of viewership ratings.
On the distribution front, the channel will be available across all areas in Tamil Nadu covered by Arasu Cable (MSO) in a week’s time, claimed Praba. The process is already underway. While the channel is already distributed through SCV, talks are also on with DTH providers.