For the first time in seven years, Kasthuri Media's Kannada general entertainment channel (GEC) Kasthuri TV will don a new look with refreshed content. The overhaul act is aimed at regaining the viewership the channel has lost over the years. Launched in September 2007, the channel has been competing for the top spot with rival channels like Suvarna TV, Zee Kannada and ETV Kannada. However, failing to maintain stickiness due to content which did not click with the viewers, the channel slowly slipped to the bottom of the pack.

Thus, to make up for lost viewership, the channel in November 2014 roped in White Horse Network Services to manage its business for a term of five years. As per the deal, White Horse Network will manage all the operations including programming, ad sales and PnL. Only the distribution will be handled by the channel. The mandate of White Horse is to refresh the channel with a new look and feel in terms of packaging and also invest more in quality content and acquisition of movies.

The channel also roped in Aidem Ventures late last year to handle the ad sales business of the channel. Speaking to TelevisionPost.com, White Horse Network Services business head GV Krishnamurthy said, "Kasthuri TV was a GEC with less numbers and stickiness so our aim is to refresh the channel with new conservative content." According to Krishnamurthy, White Horse has so far helped the channel to see a growth of 10