Bengaluru : Kannada GEC Kasthuri TV has entrusted with the ad sales duties of Aidem Ventures. The H.D.Kumarasamy’s family owned satellite channel has leased the channel to M/s White Horse Network Services to operate the channel with afresh set of programming line-up and the deal with Aidem Ventures has been an initiative of the new management under White Horse.
White Horse is currently working on an extensive plan to improve the content, channel packaging, promotional strategy and the overall business of the channel. The channel previously carried 60 percent entertainment and 40 percent news content. The focus has now shifted to pure entertainment and 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 with which it will work closely.
P. Kailasam, CEO, White Horse Network Services says, “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.”
The channel is set to launch five new programmes both fiction and non-fiction, by end of this year. It has strengthened its movie library by acquiring 50 top rated movie titles this financial year. Apart from this, the channel will launch shows on the lines of Kaun Banega Crorepati and Bigg Boss by January end.
On winning the duties, Vikas Khanchandani, Director, Aidem Ventures comments, “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.”