Mazhavil Manorama looks to carve a niche for itself in digital space

MUMBAI: MM TV-owned Malayalam GEC Mazhavil Manorama has big ambitions for the digital space. The channel is testing the digital waters with a special digital premiere festival timed around Kerala’s biggest festival Onam.

The channel has so far premiered six movies on its website starting 3 August. The special ends on 9 August with the premiere of Panchavarna Thatha on 9 August. The six movies that were premiered on the website include Masterpiece, Kalyanam, Chanakya Thanthram, Vishwa Vikhyatharaya Payyanmar, Queen, and Parole.

In the first phase of its digital expansion, the channel plans to host more content on its website which was revamped recently. The content will range from TV shows, movies, and original web content. The second phase of expansion will see the launch of its mobile app.

Mazhavil Manorama, which has been hosting its content on their official YouTube channel, will focus on building loyalty for its own website. Its YouTube channel has 2.7 million subscribers. The content on the digital platform will be ad-supported in the initial stages.

A source in Mazhavil Manorama said that the channel is planning to introduce more shows and movies on the platform in the future. “However, everything is in the planning process, we are evaluating the response we receive for our initiative Mazhavil Digital Premiere,” the source stated.

The source also said that the channel will go slow on putting its original content on YouTube and rather focus on building its own platform.

As reported earlier by, Mazhavil Manorama contributes about 70% of the total income of MM TV, which is a subsidiary of The Malayala Manorama Company. About 90% of MM TV’s revenues are generated from domestic advertisements.

MM TV, the subsidiary of The Malayala Manorama Company, has seen its FY17 net profit shrink to Rs 0.64 crore compared to Rs 12.48 crore in the year-ago period.

The profit before interest, lease, depreciation, and tax (PBILDT) fell to Rs 37.19 crore compared to Rs 46.49 crore in the previous fiscal. Operating income remained flat at Rs 133.73 crore compared to Rs 133.7 crore.

MM TV was reporting losses during the initial period of operation of Mazhavil Manorama, which launched in FY12. However, the company turned profitable since FY15.

MM TV owns and operates two channels Mazhavil Manorama and Manorama News. While Manorama News and Mazhavil Manorama are free to air channels within India, Mazhavil International is free to air in the Middle East and subscription-based pay channel for rest of the world.

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