TRIVANDRUM: Mathrubhumi News, run by Kerala’s second largest media house after Malayala Manorama, went live on Wednesday as a full-fledged television news channel.

The new kid on the block, which has roped in several top-notch television news presenters from almost every rival news channel, will compete with Asianet News, Manorama News, Indiavision, Reporter and People for television news space and an advertisement pie of an estimated Rs10 billion shared mostly among entertainment channels.

At least six other television channels are in the offing in Malayalam including one run by the Jamaat-e-Islami and another promoted by the Hindu groups owing allegiance to the Rashtriya Sawayamsevak Sangh (RSS).

The Mathrubhumi News was inaugurated by its chairman and former federal minister MP Veerendrakumar and managing director PV Chandran at its studio in the presence of their children MV Shreyams Kumar, a ruling coalition legislator belonging to Socialist Janata-Democratic, and PV Nidheesh.

The group, which is also running a popular radio channel Club FM, will soon launch Kappa TV, a music channel, the promoters said.

“At a time when Mathrubhumi is setting foot into its 90th year, the news channel is presented absorbing all new trends in electronic media sector.”

“We are glad to dedicate the channel to the enlightened Kerala society. While Mathrubhumi has always brought in the latest technology and diversified into new areas like FM radio and online, it has also taken utmost care and commitment to uphold its basic values of truth, freedom and equality,” Veerendrakumar said.

Mathrubhumi News boasts of the biggest newsroom in Kerala, set up foreseeing the future trends in technology.

“The channel is led by a team, who are technically and professionally, well ahead,” it said.

Mathrubhumi News has separate programmes for the youth, women and children with a focus on “development, lifestyle and environmental issues apart from current affairs.”