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Amrita TV to be launched
MATA AMRITHANANTHAMAYI is launching her channel Amrita TV in Malayalam on April 14 (Vishu Day). The Malayalam television market is already overcrowded with seven satellite channels and Doordarshan trying to get a piece of the Rs. 150 to Rs. 200-crore Kerala ad pie.
According to Shyam Prasad, programming chief of Amrita TV: "It is going to be a general channel with serials, news bulletins, cinema and other entertainment. But there will be no skin shows, and our news reporting will be balanced." A mythological serial on Lord Krishna "Krishna Kripa Sagaram", directed by G. S. Vijayan, and short stories of noted writer M. T. Vasudevan Nair will be the highlights of the channel. Besides, there will be a one-hour devotional programme daily and speeches by the Mata.
However, Shyam Prasad cautioned: "It is not a devotional channel, as our focus is on providing wholesome, clean entertainment to the entire family."
SREEDHAR PILLAI
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