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Kannada GEC ‘Kalki Kannada’ is launched to tap Rs 800-crore ad market

MUMBAI: The Kannada general entertainment channel (GEC) space will see a new player compete for a share in the Rs 800-crore ad market.

Kalki Kannada, the new Kannada GEC, is the first channel to be launched by White Horse Network Services.

It was in early 2015 that Bangalore-based White Horse Network Services undertook the mandate of managing Kannada GEC Kasthuri TV’s business for a period of five years. Less than a year later, the deal is off and the company has launched its own Kannada GEC.

CEO's PicWhite Horse Network Services CEO P Kailasam told that they took the mandate to manage Kasthuri TV for five years but there were some issues due to which they felt it better to launch their own channel. “The freedom that we wanted could be got only through our own channel and that is why we launched Kalki Kannada.”

The channel’s focus will be more on fiction and non-fiction content for rural markets. With a tagline of ‘Full Manoranjane’, the channel will run 60 hours of programming per week. This includes first time telecasts and movies.

Aiming to address all audience segments, Kalki Kannada will soon launch a show dedicated to women. It will also launch two non-fiction game shows for kids and special youth centric programmes on weekends in January.

Kalki Kannada has launched shows across various genres, including a complete Morning Band on devotional shows, Afternoon Band on cookery shows, Evening Band on drama and reality shows as Weekend Special.

‘Abhishekam’ is an early morning devotional show that offers a visual tour of the temples of Karnataka.

‘Vishwaroopa’ is a devotional show in which philosopher and astrologer Dr Savithru Sharma interacts with the viewers.

‘Paddu’s Kitchen’ is a vegetarian cookery show in which popular on screen mom Padmaja presents simple home cooking with celeb chefs. Simple breakfast, main course and dessert items are taught by another television celebrity Srinivas Prabhu, who joins hands with Paddu.

‘Pani Puri with Murali’ is a fun-filled live chat show hosted by popular TV anchor Murali. In the show, he chats with celebrities and achievers over Pani puri. Viewers can also interact with guests and anchors over the phone in this live show.

‘Kalki Express’ is a reality game show hosted by popular comedian M.S. Jahangir. Simple games played by the participating families can make them earn money.

Among the fiction shows, ‘Puttamalli’ is the story of a young village girl who marries a gentleman much older than herself.

‘Sevanthi Sevathi’ is a half-sister drama with a repenting father and his two wives.

‘Anubandha’ is a story based on love, friendship, relationships and of unspoken feelings. The story revolves around a mother and daughter who love each other a lot. The mother loses her daughter but soon finds another girl almost like her daughter. She gives her daughter’s face to that girl, making others feel that her real daughter is alive.

While all the other fiction shows are family dramas, Kalki Kananda is soon coming up with a socio-mythology drama, ‘Amnoru’.

The channel has also acquired the rights to 100 films from various production houses.

Kalki Kannada is a free-to-air (FTA) channel. It is present on DD Freedish and on MSOs such as Hathway Cable & Datacom, DEN Networks, InCablenet and ACT Digital TV.

According to Kailasam, the channel will also be available on Airtel Digital TV soon.