India's Sun Network has repackaged and relaunched its Malayalam music channel Kiran TV as a free-to-air 24-hour movie channel for all ages.
"From catching a Malayalam classic to a cult film to masala madness to new-age cinema, Kiran will now unify the varied tastes of the film buff in you under one channel," states the Sun Network.
The Kerala-based channel, which first launched in January 2005 as a 24-hour music channel, has been carrying movies for some time. However, now the channel is being tagged 'Full Time Cinema'.
"Content is king and reinventing it to suit the audience demand is crucial. Since there were too many platforms offering music, we thought of adding a movie channel instead, as it targets a huge chunk of the Southern market," Saju David, vice president – programming of Malayalam clusters, Sun Group, is quoted as saying by Exchange4Media.
Kiran Movies will show a variety of Malayalam, Tamil and Hollywood films in a range of genres, including action, romance and classics.
A new music channel may reportedly be launched by the Sun Group at the end of August.