Chief Minister Dr. YS Rajasekhar Reddy today launched "Local TV" - the much-publicized small screen venture of Vyjayanthi Televentures Private Limited, at an impressive function held at Hotel Taj Krishna, Hyderabad. The event was graced by Tollywood's doyen Dr. Akkineni Nageswara Rao, MP Smt. Jayaprada and Local TV management team – Shyam Prasad Reddy, Ashwini Dutt, Vishnu Vardhan I, Swapna Dutt, GK Mohan and others. On this occasion, an eight-minute trailer was screened to the gathering, encapsulating the local concept.

Dr. Rajasekhar Reddy said that for the last few years there had been a revolutionary growth in the small screen industry with the emergence of new channels to cater to the varied interests of the viewers, general, news, devotion and entertainment. "Seen from the broader perspective, our nation and our state are heading towards all-round spiraling growth and development. Even in the remote villages, thanks to the media boom, a lot of villages have come into the limelight and so much of local talent is being culled out. By concentrating on the local issues, several problems are being solved everyday. I hope this new channel Local TV will not be the run-of-the-mill kind of venture, but will bring the much required inspiration to one and all in society and administration."

Dr. Akkineni Nageswara Rao, who lighted the lamp, said: "Of late there has been a lot of awareness in the public with regard to various issues. I appreciate Vyjayanthi concern for Telugising the word Local. The competition between various channels is quite common, but I hope Local TV will retain its flavor of being local. What I mean by local is to be accessible to the general public, from the village level to the capital level. I do not consider myself as being local, but I consider myself as a local in the hearts of the people of Andhra Pradesh. Anyways, the concept of Local is of great interest to all sections of the people and I wish all the best to its management in its endeavor to make it a reality."

Ms. Swapna Dutt, MD of Local TV, said: "Every human being has his own characteristic. Our Local TV too has a distinct entity and flavor true to its tagline Naa Ooru… Naa TV. We have planned to bring into focus each and every village and city in the state. We found great many channels. But, we want to be closer to the common man. We want to do justice to his dreams, wishes and aspirations that he feels everyday. Local TV is going to be young, dynamic and realistic channel, totally away from weeping and tears. It is completely a happy channel."

Shyam Prasad Reddy, Chairman of Local TV, said: "Our objective is clearly felt in our tagline itself – Naa Ooru, Naa TV. We wish to come out with programs based on entertainment, knowledge and inspiration to the viewers. We will be telecasting information of all the 23 districts in the state. I express my fond wish that our TV will be an integral part of the people of Andhra Pradesh."

Vishnu Vardhan I, CEO, said: "It is a revolutionary media venture. We have caught the pulse of the people and as to how they look at the small screen media. It is not going to be regular, but with highly innovative technology and unending creativity. Our very concept is to be distinct and different from the rest of the entertainment media."

Smt. Jayaprada said: "The very look at the presentation of the Local TV has a sense of belongingness. I am happy to be taking part at this launch function. AP plus UP is equal to JP (Jayaprada). Wherever I go, I get utmost respect as Telugu Adapadachu. I feel the localness in me. I wish all the best to the management."