"The audience, especially the evening crowd, are fed up with clichéd programmes on TV and the new line-up is our sincere effort to apply innovation to the television programme content," informs an Asianet spokesperson.

When queried about the sudden interest in mythology, the spokesperson revealed that the strategy was to seize the kids-elders audience segment on Sunday mornings.

"Sri Maha Ganapathy theme has tremendous potential for graphics and special effects that would obviously appeal the kids. At the same time, the elders will be interested in the mythological content," he said.

College Campus attempts to present life on the campus with a touch of nostalgia. It will have the crew visiting colleges accompanied by a prominent alumnus, where, along with the students, he will display his artistic prowess. The programme is to be telecast every Monday at 5 pm.

College Day, which airs Fridays 5:30-6:00 pm, is devoted to variety entertainment presented by students. As the name suggests, Ladies Only is targeted at the women folk and is aired Monday - Thursday, 4:30 -5:00 pm. Sayahnam, which is also a Mon - Thursday programme airing 5:00 - 5:30 pm features human-interest stories, socially relevant topics, people, et al.

Another property in the evening band is Clever Ace, a quiz show in which both children and parents participate. It airs on Thursdays at 5:30 pm. And sticking with the kids entertainment theme is another evening show titled Fun Time.