(25 January 2012 4:00 pm)

MUMBAI: Hyderabad-based Maa TV said today it is launching a Telugu general entertainment channel, Maa Gold.

The new channel is positioned to target the new generation with an aim to open up new vistas of entertainment in the Telugu television space with “differentiated content and right mix of genres” to all people, the company said.

The launch will be supported by Maa Music Awards in Hyderabad. Maa TV said that it has introduced the awards as a reciprocation of its “bonding” with the Telugu film industry and to “encourage” the music fraternity of the Tollywood.

The company further added that Maa Gold will attract the youth and encourage family viewing. “The channel is sure to put to rest the fight for the remote at home. Maa Gold will have many innovative programmes and will be presented in the manner that will appeal to the twitter, You Tube and facebook generation,” it said.

“With an element of surprise, curiosity and added variety in the programming, each member of the family can expect something interesting to watch on Maa Gold. It will be a trendy GEC,” said Maa TV chairman N Prasad.

Interestingly, Maa Gold will not have fiction content and movies on the prime time.