MUMBAI: After Malayalam news channel, the Matrubhumi group has today launched its music channel Kappa in Kerala. While currently the channel is focusing on specific music based shows, it has big plans lined up.
Launched this morning, the 24/7 music channel boasts of providing non-stop music and entertainment with a blend of remixes, animated characters, debates and bands featuring on the TV screens.
Speaking with Radioandmusic.com, Matrubhumi Group director Shreyams Kumar said, “We have pretty high expectations from the channel and are looking to see the youth drawn towards it. Our differentiated format makes us unique, and we also have various programmes catering to the different needs of the youth.”
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Aiming to stay apart from the herd and providing innovative content to its audiences from the start, the channel has a host of initiatives lined up. Kappa will be introducing stand-up comedy in Malayalam for the first time as one of its major shows, which is currently being developed. On the other hand, it will also host a special music album festival which will feature soundtracks from young upcoming bands.
Commencing in a fortnight, it will provide a platform for young and upcoming bands to get recognition. Bands can send in their entries which will be played on the channel. Enabling an interactive format to it, viewers will also be able to choose their favourite band or album and further making them popular through social media.
Apart from that, the channel will also be launching a reality show by April. Currently in talks, the music based show will not be limited to any language and enable participants to showcase their skills in any language they are comfortable in.
Kappa CEO Mohan Nair said, “As a specialty channel, our programming is trademark towards the liking of the youth. With the kind of shows we have, we know there will be a sampling across all age groups and thus we aim to come up with more such innovative shows to make a mark in the space.”
Currently the channel features original content of about eight hours with repeats after every six hours. Providing a mix of music and entertainment, every one hour programme comprises of only 5-6 minutes of content capsules with the rest comprising of music in Malayalam, Tamil, Hindi and English. Even though the program faces a repetition, the songs featured are different from that played earlier.
Not catering to one specific language, music from all languages plays as a mixture throughout the day, with the jock talk too in a mix of languages.
“This is a very unique channel for the audiences down South and there is no exclusive music channel like us there. Today, people want to consume all kinds of music and there is a sizeable population depending on social media platforms for such content. So we want to give them the platform they want on their television screens,” he added.
Although the channel has not started its live streaming yet, it has on-board around eight local and national advertisers with Mint-o Gol as its launch partners. Having a small team of around six people, the channel has launched with massive growth plans in its first year itself and is ensuring success from all ends.
