Lehren Entertainment Pvt Ltd, part of the Affiliated Media Company (AMC), is all set to launch its 24x7 showbiz news and entertainment channel in April 2008. The channels’ content would be entirely a film-centric following the news, information, chat and gossip formats.
The channel would be driven by Mritunjay Pandey, Founder and MD, Lehren Entertainment. Through its holding company iLabs Capital Pvt Ltd, AMC is affiliated to the TV9 Network of satellite news channels owned by the Associated Broadcasting Company (ABC) Ltd.
An official communiqué stated, “Lehren is a new channel, but no newcomer. Its engagement with Bollywood dates back to 1987, to the pre-satellite era when it pioneered film-based entertainment shows for India’s then emerging television industry. Lehren’s archives comprise videos, packaged film scenes, songs, interviews and magazine content.”
A company spokesperson added, “Lehren aspires to be the medium of choice for millions of people in India and overseas, who consume news and entertainment relating to Bollywood. We want to be the platform upon which the film industry engages with the world at large, celebrates itself in all its colours, and showcases its best talent to the world. Lehren hopes to aid the globalisation of Bollywood, and in so doing become a global player itself.”
The typical Bollywood viewer is a young man or woman looking for non-challenging, stress-relieving, fantasy entertainment. The channel’s strategy would be to retain the interest of viewers who are looking for a more all-round coverage of news, not just political news.