The channel was launched here last night.
The media Group will also launch a 24-hour news channel in the state by November-end, Chief Operating Officer of the channel Vijay Babu told media persons last night.
Sitara will have a two-phase roll-out. The first set of programming will have blockbuster movies, in-house content, including general entertainment, cookery shows, travelogues, soaps and live shows, while the second phase will see replacement of prime time movies with game and reality shows, Babu said.
"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, adding that the Group also plans to move to other southern states.
Founded in Kerala over 18 years ago, Asianet is one of the first satellite television channels. It has Malayalam and Kannada entertainment channels.