Kerala's premier television channel Asianet is to launch its third channel Saturday.
Asianet, headquartered in Thiruvananthapuram, which set the ball rolling for television channels in Malayalam in 1992, is currently worth Rs.3 billion and is available across the globe.
"The new channel would basically target the youth and emphasise music, infotainment and a slew of new programmes never seen in the industry here," K. Madhavan, managing director of the company, told reporters here Wednesday.
"We certainly are the leaders in Kerala with a 55 percent share of the advertisement market here."
There are seven channels in Kerala today and the television war is to intensify in the coming months with the Communist Party of India-Marxist-backed Kairali television all set to launch its second channel next month.