(20 July 2005 1:00 pm)

MUMBAI: Malayalam Television Network Asianet is all set to launch its third channel, Asianet Plus. The entertainment (movies & music) and lifestyle channel will go on air on Saturday, 23 July.

Targeted at the youth, Asianet Plus will be packaged on the lines of music channels MTV and Channel [V] with additional programming in fashion and movies.

Asianet has been toying with the idea of launching a music, movies & lifestyle channel since the last one year. But the luxury of having a third channel became a necessity when Sun Network launched its movies and music channel Kiran TV early this year. Kiran TV ate into the market share of all the general entertainment channels and even dislodged the number three channel in the market Kairali TV from that position.

Needless to say, Asianet found Kiran TV as threatening as Surya TV, Sun's Malayalam general entertainment channel.

Now Asianet is launching Asianet Plus with a significant change in strategy. It is targeting a niche audience, the youth. By having movies and music, it hopes to lure the masses also.

Asianet Plus will also lock horns with Southern Spice Music (SS Music), by telecasting musical shows in languages other than Malayalam.