A broader band
By James Paul | 16 Apr 2002
The most worried is, of course, Asianet, which is, expectedly, planning diversification projects. The channel has already entered into film and audiocassette production. It now plans to produce big budget films and will take up assignments in the audiocassette production on a regular basis, say sources. The entry of Asianet into the arena of Malayalam cinema has, undoubtedly, set a new trend, which has encouraged other players to venture into this field. Meghamalhar was the first film Asianet produced, along with Mathruboomi, the second largest circulated Malayalam daily. 
Meghamalhar was widely accepted as a low-budget film and a family entertainer. Pazhasi Raja, directed by Lenin Rajendran, will be Asianets next film. Chota Raja, Dial 100 and Shesam are the other films from the Asianet stable. Mohanlal, currently earning accolades for his spectacular role in Ram Gopal Varmas Hindi film Company, stars in Chota Raja. Asianet also plans to produce cassettes of the hits songs that have appeared on the channel. It has already produced a cassette of channel hits, and the sources say there is a huge market for channel songs inside and outside India. Asianet is venturing out because that is the only way it can survive in a highly competitive market.
The channel scene is not so pretty as it appears to be. According to industry estimates Rs 35 to 40 crore is what one needs to run a Malayalam channel. Moreover, channels working expenses have increased by 10 per cent in just one years time. The movie satellite right to telecast a film on a channel has increased by 300 per cent. Despite that, the global economic slowdown has affected the revenue of Malayalam channels. 
Twenty-to-25 per cent is the average growth rate of Malayalam channels, and Asianet claimed a 40 per cent growth last year - this years exact figures are not available though industry sources suggest that Surya TV has beaten Asianet black and blue.
India Vision, another Malayalam channel promoted by Muslim League leader and Kerala Public Works Minister M K Muneer, carried out its trail run on the Vishu day (14 April 2002). India Visions promoters say it will be a totally different Malayalam channel - a news-oriented channel the will present serious views. Asianet Global, another news-based channel, was proved successful. When it goes on air, India Vision will be the fifth Malayalam TV channel. Already available are Asianet, Surya, Kairali and Doordarshan. A sixth channel, Jeevan TV, also plans to go on air soon. The channel, which has the backing of major churches in Kerala, has started recruiting people. And there are talks that Mata Amrithanandamayi will launch a TV channel soon.
The air in Kerala will not be the same again.
