Amrita TV creates Television History in Kerala
Amrita TV revamps its telecast schedule to introduce the latest blockbusters in Malayalam films into the prime time slot of 7 pm on Friday evenings .Though prime time movies may be a regular feature of national television networks, it is for the first time in the history of Malayalam Main Channel Television that a film is being released into the hallowed, high profile prime time blocks.
Customer feedback had earlier indicated that that most viewers prefer a memorable cinema entertainer to the staple stuff on a Friday evening ; this daring departure from staid routine based on the feedback is paying rich dividends with more and more viewers tuning in at Friday 7 pm.
About two years ago, Amrita TV revolutionized scheduling history by introducing reality shows into serial entrenched slots, showing the guts to wean away a population in danger of sinking in tearjerkers. Amrita TV’s new programming initiative has historians reaching for their quills in a hurry , as History was being made –again.
By switching to the more professional National TV timings of Monday-Thursday and re-organising the programme mix slotted for Friday prime time, Friday evenings are left free from soaps and serials, for 3 hours of non-stop cinematic entertainment that climaxes over dinner. Moreover, this slotting is tailor made for the huge Malayalee Diaspora spread across the Middle East , for whom Friday is a holiday and a movie the ideal way to round off a week end.
Sound bites from the artistes of the film, the actors, director, cameramen, etc on their experiences during the making of the movie , will intersperse the telecast. The cinemas that are lined up for ‘Friday release’ are the best in every genre, handpicked from Amrita TV’s their vast archives , most so new the negatives are still in mint condition .
Hereafter in Kerala, Monday morning blues will become a thing of the past – because there are always Friday Super Movies to look forward to.