Maa TV launches Telugu GEC Maa Gold

Unlike the GEC trend, the content mix of the channel will primarily see non-fiction content during primetime. Fiction, on the other hand, will occupy the non-primetime slot.

The Hyderabad-based television network Maa TV has launched a new Telugu general entertainment channel (GEC) Maa Gold, which is positioned to target the youth.

With this launch, the network aims to open up new vistas of entertainment in the Telugu television space, with "differentiated content and right mix of genres", the company says.

Unlike the GEC trend, the content mix of the channel will see more of non-fiction content during primetime. Fiction, on the other hand, will occupy the non-primetime slot.

The network launched the channel with the support of the Maa Music Awards in Hyderabad.

"The channel is sure to put to rest the fight for the remote at home. Maa Gold will have many innovative programmes and will be presented in a manner that will appeal to the Twitter, YouTube and Facebook generation," it says.

For the record, the corporate entity Maa Television Network was formed in 2001. Its main channel Maa, was launched in 2002. The second channel Maa Music, was launched in 2008. Two more channels, Maa Movies and Maa Junior, were launched in February, 2011.