etc Channel is taking steps to strengthen its association with Bollywood and induce the same in its content. In the process, etc has now tied up with the new movie, ‘Kyon Ki… Its Fate’. In addition to a four-city on-ground activity around the movie, etc will also air shows around the movie and movie’s premier.
Similar initiatives on the channel were earlier seen for the movie, ‘No Entry’. Commenting on this association, Vikas Gupta, Director Finance, ETC Networks Ltd, said, “etc is a de-facto platform for Hindi films and the music industry. In this six-year old association, we have been giving various and unique platform to the industry. Holding the premiers for film fraternity is yet another step to strengthen this relation.”
The channel has organised contests with tickets to the movie premier as the draw and ‘Dine in Style’ with the stars. Gupta explained that etc believed in direct interactivity with its viewers.
Beginning October 22, 2005, etc is taking a special road show to Mumbai, Ahmedabad, Jaipur and Delhi. Each city will have a two-day interactive session of games and quizzes. In addition to premiere passes, there are other prizes to win too.
etc has planned a lot of content around the movie too. From special interviews with the lead star cast, the stars of the movie would be roped in for various properties on the channel. For instance, Kareena Kapoor will appear as ‘etc Haseena’, while Salman Khan will appear as ‘etc Super Mard’. An exclusive show of the premier itself will be telecast on etc ‘Bada Parda’ on November 8, 2005.