Kerala seen as a lucrative market by unconventional broadcasters

A television channel war will soon hit the southern Indian state of Kerla. The state marked by religious sentiments and a huge television viewing audience has attracted over six players wanting to eat the pie.

Apart from Doordarshan's service, Kalanithi Maran's Sun TV Network's Surya TV and Asianet catered to the Malayalam audience. Zee Telefilms Limited's acquisition of Asianet opened the eyes of many players who now all want to tap the niche market.

Recently, Malyalam Communications, formed by the Communist Party of India (Marxist) announced its recruiting spree for their upcoming channel Malyalam TV. More in the line is the Muslim League.
The Communist Party wants to portray their 'ideologies' over the television channel. A similar plan has been laid by the Muslim League.

The high number of Christians in the state has tempted a player to launch a Christian Channel which will focus on the Keralite Christian community situated in Kerala as well as in the Middle-East.

Will sentiments on which the political channels are banking, last for long? Do people want ideologies or infotainment? Do they want to know about religion and political agendas rather than entertainment?
Doubts will be raised over the survival of channels with not much deep pockets. Advertisers beware...

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