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EPIC channel redesigns brand positioning

23-May-2017
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EPIC channel redesigns brand positioning

EPIC Channel is shifting its vision from its initial history and mythology focus. It will now showcase a wide array of original content across various genres as it announced its plans to expand the scope of its offerings by including within its programming bouquet a mix of non-fiction content in order to imbibe the diversity of India.

EPIC’s expansion and strategic repositioning of the channel proposition has come in the light of an increasing demand for programmes about India.

Speaking on the new direction of the channel, Aditya Pittie of EPIC said, “The infotainment genre is a content driven destination colonised by international players and syndicated programming with infrequent home-grown shows available. There is an evident and growing discrepancy in what is available and what popular sentiment demands. In this divide is the opportunity that EPIC is best positioned to capitalise on.”

The programming line-up, which shall be revealed soon, includes a show hosted by the swashbuckling former Indian opening batsman Virender Sehwag, who continues his form through social media and cricket commentary.

“This is the first TV show that Sehwag is hosting and he is a perfect fit for the EPIC brand,” said Pittie. “We Indians, as people, are very emotional. So, instead of treading the predictable path of logic-driven sterilised content, the content showcased on EPIC is just like India - an honest portrayal of the passions and emotions that make us who we are.”

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The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)