In a nutshell, the JanamTV will have the right blend of right programs. It will be marketable and commercially viable on one hand, espouse and defend the true socio-cultural values of our age-old tradition on the other. However, while positioning the channel, we will take the socio-political realities of Kerala and place ourselves in the mainstream to avoid being marginalized as the political mouthpiece of any particular segment or political party.
A great Television Channel opportunity beckons GOD’S OWN COUNTRY.
Kerala TV market registers steady growth of above 15% while the National Average is 12% to 15%. Keralites residing in different parts of the world like Europe, America, Middle East & Singapore further widens the geographical scope of Satellite TV Channels. These encouraging environs for Television Channels in Kerala are leading to various new TV Channels entering the market space so much so that almost all the leading print houses, socio-religious groups and political parties of the state have started their own Satellite TV Channel. Broadcasting industry is booming in the region in hand with the sharp increase in Metropolitan Culture, increase in Population Density, Migration and Fast Urbanization of Rural Areas. Today we already have 11 GEC Channels, 5 News Channels, 4 Music & Entertainment Channels and 3 Gospel Channels. Another 6 GEC Channels, 4 News Channels, 1 Music & Entertainment Channel and 2 Gospel Channels are proposed to be launched shortly.
Above all other factors, the relevance of JANAM stems from the fact that all the existing channels in Malayalam have either fixed long term agendas or tend to cater to the needs, aspirations and ‘hype’ created by the current socio-political cauldron in the state.
IS A TELEVISION CHANNEL SOLUTION TO THIS SOCIAL CRISIS?
Yes & No. It may not be the solution, but play a major role in being part of the solution. In a State like Kerala with High Literacy, Elevated Political & Social Awareness, a Television Channel can definitely have a profound impact and make positive changes over a period of time. The voice of the people is heard in the voting booth. The decisions made by the people in the voting booths are based on the information made available to them. That information is provided primarily by the news media. Any dishonesty, untruthfulness or manipulation of news in any of the three dimensions – informatic, factual, and thematic – can lead to undermining the political, cultural or social structures of the community and thereby undermine the community’s capacity to self-determination. Unfortunately, this is precisely what is happening. With the leading media houses, propped up by the various socio-religious & political groups, having entered the TV channel industry, ‘TRUTH’ has been the biggest casualty. Most of the News Channels are leaning towards one group or the other, making them as a sheer POV (Point of View) of particular section, making the voice of silent majority irrelevant. The Lack of Truth in News Broadcasting, making the dominant bias versions to be consumed by the public, would disturb our cultural ethos and restructure the social chemistry in the State that would, if left unchecked, lead to a dangerous social crisis in the State. Only the nationalist forces can check such malafide designs that are backed by huge funds. Hence, JanamTV (News & Current Affairs Satellite TV Channel) is more than just a Television Channel; it will also have a social mission to become a forum to Consolidate and Channelize the energy of like-minded people to achieve this goal.
How a Janam TV channel can be successful in this crowd?
In this unique situation, the obvious question is whether JanamTV channel, in a scenario where a growing number of channels are vying to get attention within a comparatively small viewer base, can fulfill its social mission and yet be commercially successful venture.
Yes. Primarily because of four reasons:
1) Its social commitment and goals notwithstanding, JANAM is being designed and launched as a commercially viable project. It will not be a channel that will cater to the needs of any particular section of the society, but a mainstream channel with all ingredients needed to ensure its commercial success too. The content of JANAM will have the required flexibility to make it a commercial successful venture in the least possible time. (While the entertainment programs will help the channel to create a space of its own and also cater to the commercial success of the project, the news and current affairs programs will address areas of concerns and socially relevant issues.)
2) Kerala, being a consumer state, is a market where the percentage of television media consumption is constantly rising. It is also one of those states where per capita income is also high. It is being considered as testing market for many new brands and their products. Thus it has the prospects for increasing Advertising Revenue as well.
3) Today, television channel shares are highly valued by intelligent investors not without sound reasons. The buoyant Indian economic scenario and especially growth rate of Malayalam television industry make this a wise investment at the right time.
4) Unlike print media, Channel loyalty is unheard in visual media. With right blend of eye-catching programs, attractive look and feel, and effective professional management, JANAM can definitely come up as a top rated channel in a couple of years. We will make this happen by involving the best talent in the country to conceive and produce programs with novel ideas, brilliant news breaks and market oriented, market centric selling strategies and value added propositions.
Launching a television channel is a very complex task that needs multi-specialty expertise. There are five major components that make the pillars of success and stability for any new channel- technical quality, good infrastructure, strong and aggressive marketing, well packaged content that appeals to the viewer and a strong distribution tie up. All these components need to go hand in hand and progress simultaneously to make the project a success. Understanding this complexity, Team JANAM is treading its path carefully. We are doing our homework earnestly with clarity of thought, to be able to professionally manage the project from the outset. Each passing day gives us more confidence that JANAM channel will definitely emerge as an effective tool for the desired transformation in Kerala society in the years to come. Janam is a commercial venture where, wise, righteous and planned investment can be made. Armed with expertise and a resolve to deliver the best quality productions, Janam is poised to take its first step in a smooth road to success. As the prospective returns on the investment in Janam are associated with Company’s performance, the shareholders can anticipate good dividends in forthcoming years.