MUMBAI: Zee Network is all set to unveil its Telugu channel Alpha Telugu. The 24-hour channel will start beaming from 12 September.

The launch of Alpha Telugu will finally see the Zee Network making its entry into southern television airspace. With the launch, Zee will become the second mainstream network having a presence in the South after Star, which has its Tamil channel Star Vijay.

Timed with the launch, Alpha Telugu has lined up a series of campaigns, which will start rolling from the 12th. According to Alpha Telugu business head Sreenivaas Bhatt, print, outdoor and cable will be used to promote Alpha Telugu, apart from cross promotions through the network.

Speaking exclusively to indiantelevision.com, Bhatt says the channel will telecast 17 hours of original programming daily from Day 1 of launch. According to Bhatt, a programming bank of two months' duration is ready.

Alpha Telugu will telecast five daily news bulletins of 30 minutes duration. A total of 12 serials, eight soaps for the prime time slot and four for the afternoon band are also being lined up.

"Alpha Telugu will be stressing on reality-based shows. So, apart from news and soaps, the channel will telecast chat shows, interviews, live shows and documentaries portraying the common man's life in Andhra," offers Bhatt.

Bhatt however, refused to divulge financial details of the channel's programming and marketing saying more data was awaited.

"Reality dramatised" - that's the tagline for Alpha Telugu. With Zee Network finally realising its long-in-the-offing Telugu entry, it could well be put as "drama realised".