AgTalk | We have to be equipped for 3D era: Mathrubhumi's Shreyams Kumar

Mathrubhumi has straddled both tradition and technology by successfully assimilating change from 1923 to the present digital era. This tectonic shift in the media scenario was achieved without sacrificing human values and by following the vision of our founders, who were in the forefront of the independence movement. A pantheon of Indians has paid tribute to Mathrubhumi’s epochal contribution in the evolution of modern Malayalee society.

Mathrubhumi has now entered the broadcasting space with four channels (out of which the names of two channels cannot be revealed as of now).  One is 'Mathrubhumi News' which went on air on January 23rd and the second is the music channel 'Kappa'. The technology adopted is capable of integration with change. All the major towns and cities of Kerala have been equipped with studio facility to gather news. The library and archival facility is world-class. We are committed to the challenge of engaging the attention of women, children and the young too.

On the occasion of the new channel launches and looking at the growing space of Mathrubhumi, Adgully caught up with MV Shreyams Kumar, Director, Mathrubhumi to understand and know more about the development and the year gone by.

Shreyam’s contributions since joining in the year 2000, have lent a dynamic orientation to this traditional institution.

Mumbai, Chennai, Bengaluru, Palakkad and Delhi editions were started in the period from 2001 to 2007. These initiatives were spurred by his galvanic leadership. He is instrumental in re-orienting the management outlook of the organisation and has revamped the marketing activities, making it more focused and goal-oriented. This has led to a substantial increase both in advertisement revenue and circulation figures.

Adgully (AG): Can you give us a sense about the Mathrubhoomi group and its journey so far?

Shreyams Kumar(SK): Certainly. With ten local editions and editions from Mumbai, Chennai, Bengaluru and New Delhi, we belong to the exclusive ‘One Million Club’ of newspapers. Moreover Mathrubhumi Weekly continues to be the crucible nurturing writers. Mathrubhumi Onam Special and Annual feature the best in literature. Various publications like Grihalakshmi, Chithrabhumi, Mathrubhumi Thozhilvartha, Mathrubhumi Sportsmasika, Balabhumi, Mathrubhumi Arogyamasika, Mathrubhumi Year Book, Mathrubhumi Yathra, Cartoon Plus & Minnaminni cater to different reader tastes. Our Mathrubhumi Calendar, Almanac and supplements on Mookambika, Sabarimala, and Ramzan address the segmented markets. The initiative Mathrubhumi Edupath is an interactive exhibition where teachers from reputed institutions interact with students and parents counseling them on choice of higher courses and career guidance.

The books division, Mathrubhumi Books, which has published the works of Gandhiji, Nehru and Dr. S. Radhakrishnan, also publishes works of contemporary interest as well as English titles. Mathrubhumi Literary Award with a Rs 2 lakhs cash component, a plaque and a certificate is coveted by writers. Our online edition has gained accolades as a rich lode of information. New Media division is also flourishing.

The brand properties like the annual Mathrubhumi Film Award function is a spectacular event, both on the ground and is telecast to Malayalees worldwide. The FM radio brand Club FM 94.3 has captured the auditory imagination of the fun-loving.  I would say that in our 90 years of experience, the house of Mathrubhumi still carries the same flame that was ignited by the founder and by setting the agenda in Kerala.

AG: Shell out some of the highlighting moments of your career and Mathrubhumi.

SK: Launching of the channel is a landmark achievement, since we have realized our long cherished goal of cross-media synergy. That this has occurred in our ninetieth anniversary year makes for more pleasure.

AG: What are the important milestones that come to your mind, if you can tell us about a couple of them?                                                                                                             

SK: Before this, the launch of Club FM is an important milestone that I can recollect since it was the first time we broke out of print and ventured into another medium. It was one the highlighting moments.

AG: What kind of growth did the group see this year (2012)? Could you share the numbers?

SK: The group saw a growth of 20% which was good and we would want grow more in the coming future.

AG: Any major changes in the trends you visualise in the print industry in 2013?                                                                                                                                                

SK: Well I think, rather than trends, an area of concern is distribution when it comes to print industry.

AG: Your take on the new development (entering the television space?

SK: Mathrubhumi News Channel, which went on air on January 23rd is the first fully HD 24X7 channel in Kerala. It marks a paradigm shift in the visual packaging of news and views in Malayalam.

AG: Shed some light on the reason behind foraying into broadcasting market now?                                                                                                                                            

SK: Our group has been mulling this decision for quite some time. Somehow, the favorable time happened to be now.

AG: How do you think your new channels be able to stand ahead of competition?                                                                                                                                            

SK: Credible, accurate and edited content and riveting programming, respecting the intelligence of our viewers; are some of the points that make us stand ahead.

AG: What kind of developments can we see in the coming future?

SK: After the age of ultra hi-definition television, we have to be equipped for the era of 3D.

AG: What would be the content strategy for both the channels?

SK: News channel would have an ideal mix of credible news and quality programmes. Speciality channel Kappa will have enthralling music and riotous humour.

AG: With this new development would there be any change in the target audience and focus of the group?

SK:  We have noticed a need gap among women and the young crowd, which, as an inclusive news channel, we are addressing seriously.

AG: how big is the team? Is there a different team altogether?

SK: Quite substantial. Of course, a young band of the brightest and the best among journalists, a dedicated technical team and able minds in marketing.

AG: Do we see you entering the GEC space as well?                                                                                                                                                                                     

SK: We have license to launch two more channels. {if needed} |By Aanchal Kohli [aanchal(@)adgully.com]