MUMBAI: Malayalam regional language channel Asianet is in an aggressive pursuit of innovation with a number of new shows based on novel themes set to roll out in the coming weeks. A mythological serial and a music show, and some evening shows are scheduled, with a cross-targeting strategy in mind.

"The audience, especially the evening crowd, are fed up with clichéd programmes on TV and the new line-up is our sincere effort to apply innovation to the television programme content," informs an Asianet spokesperson.

Asianet is bringing mythology to Malayalam with the serial Sri Maha Ganapathy. The Sunday show launches 6th June in the 10:30 -11:30 am time band. Additionally, the channel is scheduled to launch a weekend music show by the end of June (Saturday - Sunday nights).When queried about the sudden interest in mythology, the spokesperson revealed that the strategy was to seize the kids-elders audience segment on Sunday mornings.

"Sri Maha Ganapathy theme has tremendous potential for graphics and special effects that would obviously appeal the kids. At the same time, the elders will be interested in the mythological content," he said.

Asianet plans to rouse the evening audience with shows College Day, Ladies Only, Sayahnam and College Campus. The channel has already started telecasting College Day, Ladies Only and Sayahnam while College Campus will be launched during the first half of June, according to the spokesperson.

College Campus attempts to present life on the campus with a touch of nostalgia. It will have the crew visiting colleges accompanied by a prominent alumnus, where, along with the students, he will display his artistic prowess. The programme is to be telecast every Monday at 5 pm.

College Day, which airs Fridays 5:30-6:00 pm, is devoted to variety entertainment presented by students. As the name suggests, Ladies Only is targeted at the women folk and is aired Monday - Thursday, 4:30 -5:00 pm. Sayahnam, which is also a Mon - Thursday programme airing 5:00 - 5:30 pm features human-interest stories, socially relevant topics, people, et al.

Another property in the evening band is Clever Ace, a quiz show in which both children and parents participate. It airs on Thursdays at 5:30 pm. And sticking with the kids entertainment theme is another evening show titled Fun Time.