| MUMBAI:
From Bollywood news to entertainment and now to movies. That has been the content
progression of E24, living up to the positioning of being a complete Bollywood
channel, which has, however, failed to make an impact in the ratings warfare.
In a TV viewing
market which is high on movies, E24 will be introducing from 4 July a special
time band in its weekend programming to screen movies under the "Studio 24"
brand.
The
band will screen movies twice a day on Saturdays and Sundays at 2 pm and 8 pm.
Says
E24 programming head Ashish Chadha, "After Bollywood news and music, featuring
movies on the channel was the logical step forward. With Studio 24, the channel
completes its transition to a complete Bollywood channel."
The
movies that the channel has acquired for its library include
Sarkaar Raj, Khosla Ka Ghosla, Lakshya, Malamaal Weekly
and EMI (Liya Hai To Chukana toh Padega).
Giving
a push to its weekend programming with filmed entertainment content, the channel
from BAG Films and Media hopes to get in new viewers that will shore up its ratings. | 
