Pudhu Yugam, a new Tamil entertainment channel from Chennai-based New Generation Media Corporation, is set to launch on 23 October.
A sister channel to the news channel Puthiya Thalaimurai TV, Pudhu Yugam (New Era), is headed up by seasoned Tamil TV producer B Kailasam. Padhu Yugam will be in direct competition with the Maran-owned Sun Group, which dominates the South Indian television sector.
Speaking to Indiantelevision.com, Shyam Kumar, CEO, New Generation Media, said: "Our vision is clear for Pudhu Yugam – we want to redefine GEC as general engagement rather than general entertainment."
The channel, which reportedly plans to air about 100 hours of original content per week, will be available on cable, direct-to-home (DTH) and Internet protocol television (IPTV) in Tamil Nadu, and nationally via IPTV and DTH. In addition, Pudhu Yugam will target the substantial Tamil-speaking audience worldwide, particularly in the US, Canada, Sri Lanka, Malaysia, Singapore and the Gulf.