MUMBAI: Kasthuri, 24 hours Kannada entertainment channel, is all set for a brand refresh.
Last month, the channel, in order to improve the content, channel packaging, promotional strategy and the overall business, signed a business transfer agreement with White Horse Network Services. The channel, whose content was divided into 60 per cent entertainment and 40 per cent news content, will now shift its focus to pure entertainment. The team will soon unveil the content plan to offer a differentiated offering to viewers within the Kannada entertainment space. The overall content will be targeted to reach the holistic family audience.
While White Horse Network Services focuses on strengthening the channel’s position in the Kannada GEC space, it has mandated its ad sales duties to Aidem Ventures. The Aidem team will work closely with White Horse on the go-to-market strategy with the revised content offering.
“We have devised a new content strategy for Kasthuri TV. Based on the research undertaken, the first course of action will be to fill in gaps within the current offerings by strengthening our weekday primetime programming by incorporating fiction and new format shows in the current lineup. We are set to launch five new programmes both - fiction and non-fiction, by end of this year. We have strengthened our movie library by acquiring 50 A-category titles this financial year. Apart from this, we are set to launch premium reality shows on the lines of KBC & Bigg Boss by end of January 2015. Besides, this association with Aidem will broaden our client base thus giving us healthy revenues from pan India markets,” said White Horse Network Services CEO P Kailasam while speaking of the alliance.
“We are very excited about this partnership with Aidem. Their experience and track record in the Regional TV space, is best equipped to expand the horizon for the holistic growth of Kasthuri TV,” added White Horse Network Services business head GV Krishnamurthy.
“It gives us immense pleasure to be associated with Kasthuri TV. We are very excited with this mandate to enhance the advertising potential of the brand. With the White Horse team coming into the picture, we see a tremendous future for the channel. We feel that Kasthuri TV is looking up to some good times ahead,” said Aidem Ventures director Vikas Khanchandani.
“It is great to have yet another Regional GEC on board. Hindi & Regional GECs are key drivers of television viewership. Besides, advertising on Regional GECs is highly efficient due to their competitive advertising rates, richness of content, better cultural fit and better engagement,” added Aidem Ventures regional channels senior VP Alok Rakshit.
