A fresh Telugu news channel has commenced test broadcasts, aiming to attract a youthful audience across the Indian state of Andhra Pradesh.
V6News began test transmissions on 9 March, following private investment from Dr Rajender Reddy, a US-based cardiologist and Gusti Nohri, promoter of Nomark Fashions, according to Exchange 4 Media.
"The Telugu community is very vibrant and dynamic. The scope of V6News is large as the Telugu news genre has almost 12 crore viewers. Our aim is to produce clean and authentic news that will positively impact the audience," Ravi Ankam, chief executive and editor-in-chief, V6News, told the publication.
Regional distribution deals have been reached with multi system operators (MSOs) Hathway, Wire and Wireless, and InCable Digital as well as independent cable operators, according to Ankam.
"The distribution cost is always very high but once the MSOs come with the [digital cable] set-top boxes, the cost will go down and it will bring in transparency," said Aditya Someshwar, head of sales and marketing, V6News.
"The quality of editorial team along with the independent investment is expected to alter the news media landscape for Telugu news viewers."