Vendhar TV, a 24-hour entertainment channel from city-based SRM Group, would go on air from August 24.
The city-based SRM Group, earlier forayed in to the television business with the launch of 24 hour Tamil news channel 'Puthiya Thalaimurai'. It also has another entertainment television channel 'Puthuyugam' under its fold.
Vendhar TV would offer range of programmes including reality game show, talk show, cookery, medicine healthcare and devotional, a press release said.
"Vendhar TV will bring wholesome family entertainment, ensuring innovation and quality in every aspect of its production that is built around ethical values," SRM University, Chancellor and politician Paarivendhar said.
The 24x7 free channel can be viewed in India and also in Singapore, Malaysia, Saudi, Kuwait, Dubai, in Direct-To-Home platforms, the release said.
SRM Group has presence in education, hospitality and transportation sectors among others.