Date:06/10/2008 URL: http://www.thehindu.com/2008/10/06/stories/2008100657390200.htm

Andhra Pradesh

‘Sitara’ adds to Dasara dhamaka on television Out of the box

All set: Vijay Babu, COO Asianet.

These Dasara festivities are set to usher in yet another entertaining option on the remote. Asianet’s Telugu channel ‘Sitara’, which has already started test signals, will be on with its programming on October 9.

The general entertainment channel which in due course of time will add a dedicated 24-hour news channel, promise to pack its schedule with a fresh and appealing content for the viewers. “We have programming that the Telugu television has not seen so far. It’s fresh and different and we are sure the viewers enjoy it thoroughly,” says channel COO Vijay Babu.

The talent shows and realty shows on ‘Sitara’ are differently conceived and executed. “We are sure of redefining the television viewing tastes,” says Mr.Vijay. Some of these have international format that have been given a native touch.

A team of around 130 has already been working on the channel and the content is already in place.

“We have come out with a right mix. Tears do get TRPs and we have them also, but our programming also packs lots of fun too,” the COO says.

‘Sitara’ has already acquired a good enough movie library and so far, the other content has mostly been generated in-house. The channel has been in the making for some time and hopes to aid the network’s growth. “We want to be the No.1 in South and will soon make it,” he proclaims.

How about the channel war turning hot what with more players set to join the race? “A couple of years down the line, only networks with a sound base will survive and the weaker ones will fade out,” predicts Mr. Vijay Babu.

T. LALITH SINGH