It's more than a cuppa coffee that most youth hold in their hands while they lounge about in Caf

Mathrubhumi TV CEO Mohan Nair says this is but natural and expected from south India's first youth centric channel. He explains: "In south India, young viewers are very much into popular cultures which are represented by Hollywood, Bollywood, Mollywood, and Kollywood. Tamil and Malayali youth also tune into English and Hindi songs from Sony Mix, MTV, UTV Bindaas and 9XM. Hence, we decided to have an amalgam of these languages along with Malayalam and Tamil in our programming mix whether it is in the form of music videos we play or the language that is spoken."
Estimates are that the Malayalam TV ad market is around Rs 675 crore; while the reach of all Malayalam channels put together is 8.1 million households.

As for the ad rates for Kappa TV, sources say, they hover around Rs 850-Rs 1000 per 10-second spot.
On the content front, Nair reveals that the channel has six to seven hours of original non-fiction content in Malayalam and English on air daily, with shows being repeated twice. Kappa TV is primarily programmed in Malayalam with 60 per cent being back-to-back music videos rolling out in Hindi, Tamil, Malayalam and English, and 40 per cent being non-fiction shows.
Among the music-based shows, the channel airs Music Mojo, a Malayalam me-too of MTV Unplugged and Coke Studio; Awesome Covers, a remix of songs of different languages; Mood Tapes, a show which captures the mood of the day and invites people across neighbourhoods to sing and compose songs; Bindaas Bollywood, which showcases Bollywood's best; and International Chart Busters.

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