Malayalam GEC genre to get new contender

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | February 29, 2012
Christened Sakhi TV, the woman-centric channel is expected to be launched in December.

Sakhi Television Communications India, a newly launched broadcast network headquartered in Thiruvananthapuram, is gearing up to launch a Malayalam general entertainment channel (GEC), which will be specifically targeted at women.

Christened Sakhi TV, the channel is expected to be launched in December.

Sakhi TV

For the record, Sakhi Television Communications India was officially formed on February 8 and is promoted by Neena R Pillai (business woman and social worker), chairperson; Rajasenan (Malayalam film director), CEO; Sriraj Menon (TV programme producer), managing director; and Bindhu Balakrishnan (censor board member and Kerala State Film Academy member). Also, Simi Rosebell John (politician) and Ambika (film actor) are the vice-chairpersons of the public limited company.

About 80 per cent of the channel's content will focus on women empowerment, fashion, health, entertainment, culture and beauty. It is pertinent to note here that Sakhi TV is the first venture from the Sakhi Television Communications India stable.

Speaking about the launch of the channel, Menon says, "The inception of a television channel for women has been a long-cherished dream of the company. We aim to help women to benefit and widen their knowledge in all domains through the programming of this channel. We have other ventures lined up in the long run, but the launch of the channel is our primary focus."

The free to air channel also plans to have a 24-hour helpline for women. Talking about its revenue model, Menon adds, "Since the target group for the channel is niche and there are many brands catering to this segment, we are sure of getting advertisements right in the initial stage. Women play an important role in the purchase decision of any household product. This will help us to sell our channel to the advertisers."

The company also plans to launch a media institute, Sakhi Institute of Media Studies, once Sakhi TV gains a strong foothold in its focus markets.

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