B4U will be re-launched as a Hindu movie channel from October this year. B4U Music, which has been attracting young audiences, is seeking higher brand penetration through a series of events featuring pop music icons like Bryan Adams, the Vengaboys and Scorpion.
B4U Music had turned in a profit this year. B4U International was currently making a cash profit while B4U Entertainment has been making losses.
Paucity of film rights has also pushed B4U to look for new sources for Hindi films. While B4U’s sister organization, Eros International, holds the international rights for as many as 1,700 Hindi feature films, in the domestic market it has rights for only 650.
B4U Music will be launching a series of events, which includes a Vengaboys concert in September, a Bryan Adams show in October followed by another featuring the pop group Scorpion at Bangalore. B4U has also tied up with the Times Group for the War of the DJs and ‘Yes’ events.
To generate additional sources of revenue, B4U has set up a JV to manage around two lakh square feet of studio floors at Mumbai Film City. B4u is also in the process of renegotiating the deal with Doordarshan to supply two feature films per month.