Kairali TV to target Middle East Malayalam speakers
India's Kairali TV is to launch a new channel exclusively for Malayalam-speaking Gulf expatriates, according to Abu Dhabi newspaper The National.
An office has already been established for the Kerala-based Kairali TV in Dubai, and a studio is being established to produce programming for the Malayalam Communications-owned operation.
"The time is right to launch the channel," Shabeer, head of Kairali TV Middle East, told The National.
The channel's flagship show Pravasalokam, or 'World of Expatriates', which helps Kerala families trace lost loved ones who have been living in the Gulf, is very popular in the region.
"There is potentially a huge audience for [the] Malayalam-speaking community out in the Gulf, and by establishing a presence in the Gulf, we can be closer to our audience and make programmes...[that are] interesting to them," added Shabeer.
The new channel follows Asianet Middle East as the second Malayalam channel to cater solely for the 2.5 million Indian expatriates from Kerala now estimated to live in the Gulf.
Kairali TV Arabia, which will reportedly be available in the UAE on Etisalat's e-vision IPTV service, and via ADD's Pehla South Asian bouquet, is expected to launch in the next few months. The tailored channel will replace Kairali TV in the region