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You plan to launch E24 in December 2007. What makes it different?
(smiles) E24 is a snacky, information based entertainment channel. It’s gonna be about people, Bollywood and celebrities. No! Don’t confuse it for another Zoom. In fact, I’d like to call this one a celebrity channel. It will be a keyhole to the lives of Bollywood celebrities. With E24, we will be touching a virgin market.

Would you define it as ‘Stardust on television’?
Absolutely! The Stardust/Filmfare reader is our target audience. It’s a GEC targeted at 18+ women, but with no fictionalised drama and soap operas. Our market survey shows that there is immense demand for such a channel. I mean, look at the ad world today. There are more Bollywood celebrities promoting brands, than models. Does that not say something? Not just Indians, people globally are loving Bollywood.

So why not a traditional GEC model - soaps, serials & comedy?
GECs need huge investments. Then there are already well-entrenched players in the segment. I’m not sure that being the 5th or 6th entrant will be a good strategy.

But even in the Hindi news segment, you will possibly come in as the 8th or 9th entrant?
That’s because according to TAM data, in the total TV viewership pie, the only genre that is growing is that of Hindi news channels. On the other hand, the GEC segment per se is not growing at all. In the news segment, the No. 1 player has only about 20% of the market and our strategy is to further clutter and fragment this segment, to our benefit.

Even E-24 will require a heavy dose of investment.
Beyond the existing infrastructure that we already have as a production house, we plan to invest a total of Rs.400 crores for all the channels. We are hopeful of huge synergies in distribution, marketing and ad sales for the four channels, plus we’ll share over 10-15% of our content across channels. Since we have our own platforms, we plan to market all our products innovatively, with a 360 degree approach.

A word for your competition… We have no competition!


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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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