Luso television turns gospel

Lilongwe-based Luso Television has rebranded from an entertainment into a gospel channel.

The television was established two years ago with a pledge to change the way Malawians relate to their screens by offering entertainment programming.

However, almost two years down the line, the television has changed its content to focus on the spiritual.

“I made a choice that the channel should change from an entertainment station to focus on religion so that it brings people closer to God. So, our programming changed effective January 2015,” said Luso TV managing director Kendal Kamwendo.

He, however, asked Malawian artists not to get worried with the rebranding as entertainment will remain at the core of Luso television’s business.

“With the change in focus, it does not mean that musicians will not have a chance of having their music shown. However, we will still play music from different artists as long as it is praising God or has a message that brings hope in the lives of others. Any other music will not be entertained,” he explained.

This follows concerns from a number of secular artists who feel the rebranding has killed the major platform they had in terms of promoting music.

“Half of our programmes are spiritual while the other half will focus on development and social issues,” stated Kamwendo, who is one half of popular music duo Symon and Kendal.

Meanwhile, Luso television has also dispelled rumours that the rebranding is as a result of new management following an alleged sale of the television channel.

“Luso has not been bought. I have said it at different public foras that the television has not been bought. The change in content does not in any way mean it has been bought. We have just taken a new direction in that we are still entertaining people, but spiritually. This decision has as well got nothing to do with the conditions of the license from Macra,” he said.