New Malayalam channels set to launch in UAE

A number of new Malayalam television channels are soon to be launched in the UAE.

For the first time, a 24-hour Malayalam cable television channel will be launched in the UAE, targeting expatriates from the South Indian state of Kerala.

Network Television Network (NTN), a cable TV venture from India, will start operations next week from Dhaid in Sharjah.

Besides this, a group of Indian investors are planning to launch X-Vision, an India-focused English language news channel from the UAE using Du Cable TV network.

Media Vision 2010, another major media project, is currently looking for investors from the UAE to launch a Malayalam channel.

Speaking to Emirates Business, Leen B Jesmas, Director, NTN, said the proposed network will be the first such Kerala cable TV operation in the UAE.

"There are several Malayalam satellite channels operating from the UAE, but the localised cable TV concept popular in Kerala is reaching here for the first time. We have entered into an alliance with e-vision to distribute our channel to Indian customers through its [e-vision's] basic subscription package. We are also using a leased e-vision studio facility in Dhaid."

While a satellite channel needs a minimum investment of about Dh30 million, a cable TV network can be set up with Dh3 million. The trial runs for TV are on.

Leading Malayalam channels Asianet, Kairali, Amritha TV, Jeevan, India Vision and Jai Hind TV currently operate from the UAE.

Jesmas said starting a cable TV network is a challenging job, but he hopes to compete with the eight Malayalam satellite channels in the UAE by providing localised content. "We have started as a production house in Kerala and run many programmes on different channels. We will take out the content from these channels and distribute them through NTN. Some content will be produced locally too. Cable TV has spread rapidly in Kerala with each district having three to four localised networks. Market leaders like Asianet Cable, have consolidated their position, but small players are coming together as a statewide network soon.

"Our ad rates will be much cheaper than those charged by satellite channels," he said.

Meanwhile, a group of NRI businessmen are planning to launch a Malayalam satellite television channel.

Media watchers in the UAE said: "A couple of TV projects are pending launch in the UAE. A Ras Al Khaimah-based TV channel Good Time Television has obtained official permission, but is yet to start operations."

Anwar Hussain, co-ordinator of Media Vision 2010 TV project, said: "We have been planning to launch an independent television channel in Malayalam because all the other channels are biased and are under corporate influence.

"Due to lack of financial resources, our project has been delayed. Now a group of UAE investors, media professionals and technical personnel have decided to support the channel. It will be launched sometime later."

The project will involve a minimum investment of Rs1 billion (Dh77 million). As per the business plan, the new channel is expected to generate profit within three years.

The success of cable TV in the UAE will depend on its accessibility. Compared to free-to-air satellite channels, cable TV will be accessible only to e-vision subscribers. It will also need strong local content to lure viewers of other Malayalam channels available through e-vision or as free-to-air ones.

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