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New Telugu entertainment channel for Andhra Pradesh

India's MAA Television Network is to launch a new Telugu general entertainment channel free to air across the cable networks of Andhra Pradesh on Wednesday (25 January).

Called MAA Gold, the channel promises '24 carat entertainment', with a mix of genres and appeal to all the family.

"MAA GOLD aims to open up new vistas of entertainment in the Telugu television space. The channel will attract the youth and also encourage family viewing," N Prasad, chairman, MAA TV, told Exchange4Media.

"With an element of surprise and added variety in the programming, it will include in the line-up several original shows, presented in a manner that will appeal to the Twitter, YouTube and Facebook generation."

The network is reportedly considering direct to home (DTH) carriage deals for the new channel to reach a greater audience, but initially will remain free to air.

Soaps, fiction, and movies will also be joined by comedy, devotional and spiritual content, game shows, health and fitness, cookery programmes, lifestyle, and travelogues. Animated children's entertainment will also be offered, as will topical programmes exploring contemporary issues.

MAA Gold will compete with, among others, Gemini TV, ETV, Vanitha TV, Vissa and Zee Telugu, in the Telegu general entertainment arena.

Its parent company was formed in 2011, with its flagship channel MAA TV launched the following year. With the launch of MAA Gold, MAA Television Network now has five channels, adding to MAA TV, MAA Music, Maa Movies and MAA Junior.

India's MAA Television Network is to launch a new Telugu general entertainment channel free to air across the cable networks of Andhra Pradesh on Wednesday (25 January).

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