Hyderabad (PTI): Asianet Television Network, a South India-based infotainment group, has launched its Telugu entertainment channel `Sitara' in Andhra Pradesh.

The channel was launched here on Tuesday night.

The media Group will also launch a 24-hour news channel in the state by November-end, Vijay Babu, Chief Operating Officer, told mediapersons.

Sitara will have a two-phase roll-out. The first set of programming will have blockbuster movies, in-house content, including general entertainment, cookery, travelogues, soaps and live shows, while second phase would see replacement of prime time movies with game and reality shows, Babu said.

He said `Sitara' offers improved content backed by over a decade of experience in South India.

"Andhra Pradesh viewers have traditionally been great admirers of cinema. It has always been an important quotient of television programming. Sitara has been aggressively acquiring new blockbuster and old favourites and has an impressive library to its credit," he said.

The Group also plans to move to other southern states, Babu said.

Founded in Kerala over 18 years ago, Asianet is one of the first satellite television channels. It has Malayalam and Kannada entertainment channels.