DD is all set to launch its new 24-hour Tamil channel, Podhigai, on January 15. The channel will be an addition to the already existing private satellite Tamil channels which DD is expected to compete with. The launch of the channel will coincide with the beginning of the harvest festival, Pongal. 

The channel is expected to offer various programmes in various time slots like breakfast shows, morning news, feature films etc. The channel will also air valuable services like blood donation campaigns, train and flight timings etc.