BAG Films & Media Ltd is launching its second channel, E24, touted as the country’s first entertainment news channel, on March 27. BAG Films’ media division Broadcast24 had earlier launched the News24 channel. E24 is targeted at all avid Bollywood fans, which makes it non-specific to a particular age group. The channel would carry news on the entertainment industry, especially the television industry and Bollywood.
Commenting on the new channel, Anurradha Prasad, MD, BAG Films and Media Ltd, said, “The channel would be a segment creator. With the tagline ‘Entertainment Ki Har Baat Ab Din Raat (All information related to entertainment now available day and night)’, the channel would cater to the television world, the glamour world and the entertainment world. We have the first mover’s advantage. We see it as a huge segment because today the whole world is looking at India because of the tremendous growth in the world of entertainment. The channel would also provide a single platform for all stakeholders in the industry and also provide credible information and raise the bar of entertainment information.”
E24 will benefit from the well-established distribution network as well as the news gathering infrastructure of its older sibling, News 24. The mandate for E24 is speed, accuracy and authenticity in reporting, while retaining the mystique and romance of all things Bollywood.
E24’s core editorial team included Bindu Sharma, a television industry veteran under whose guidance a talented and expert handpicked team of production and programming talent would function. The anchors include Dilkhush and Neha, who would lend a face to the incisive entertainment news reporting on E24.
The sets for E24 are contemporary in look and a functional combination of live and 3D sets form an integral part of the programming and are in sync with the shows, rather than lending pure aesthetic value. The designs reflect the glamour, glitz and romance that embody the entertainment world, and makes it come alive in an intelligent manner, devoid of unnecessary sensationalism using the platform of news delivery.
E24 will provide a window of opportunity for a 24x7 credible representation that Bollywood has so far lacked in India. Cable operators can download E24 from the INSAT 4A satellite. E24 will also be available across other delivery platforms such as DTH, mobile TV and web streaming.