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INX finalises production ‘partners’ for GEC, plans to launch in Nov ‘07

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INX finalises production ‘partners’ for GEC, plans to launch in Nov ‘07

INX Media is all geared up to make its place in the country’s television industry. The media entity has partnered with 11 production houses that would make its first content line-up. Nothing official was divulged on the launch date. However, it is expected that INX Media would attempt to launch their channels in the last quarter of 2007. The music channel is expected to launch in October, while the general entertainment channel might be launched in the first week of November 2007.

As of now, INX officials have not divulged much on the content that would be included, nor even the various genres they want to dabble in. However, the production ‘partners’, as INX Media officials call them, include established players in the field like Synergy Productions, Creative Eye, Ugraya Productions, Endemol India, BAG Films, Hats Off Productions, Balaji Telefilms and Miditech. Relatively new entrants like Edit II and Beyond Dreams are also in the list, as is Wizcraft which would not only work with the channel for events but content as well.

Even as all the production houses are excited about working with the channel none divulged anything on what they are working on for the channel. When quested, Indrani Mukerjea, Chairperson of INX Media, who was complimented for being the first female owner of a broadcast company, explained that it was still too early to divulge details on various strategies and plans.

Even as all channel officials were present on the occasion – or in the case of Richard Platt there was a recorded message – Dilip Ghosh, who was brought in as Content Head at the time of the first set of appointments at INX’s core team, was missing. When quested, Mukerjea said that Ghosh would be involved with in-house content production. She, however, didn’t divulge much on what this would include.

On further questioning as to how the channel proposed to be different from others in the space, Mukerjea said, “All I can say right now is that we will give the people what they want, and not what they have been given for all these years.”

Synergy Productions’ Siddartha Basu explained that a reason why it was possible to make a claim like that was because programming that worked had been copied fast and the industry was suffering from too many dogmas. He further said that INX Media was willing to break away from this and hence, the channel might be able to give the audience something new.

Ugraya’s Smriti Irani said, “I have two shows on two channels and there is nothing similar in that. It is possible to create different kinds of programmes. You should just know how much you can take on and do that much to do justice to anything that you begin work on.”


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