| MUMBAI:
MediaE2E, the electronic programme guide (EPG) solution provider company, will
now be called What’s on India. The
company, which has got venture capital funds to support it, is ready to launch
a Hinglish TV Guide channel. What’s-On-India
founder and CEO Atul Phadnis tells Indiantelevision.com, “We have established
EPG as our business model. So a Hinglish channel on the same lines is a natural
progression for us. We are planning to launch the channel in the third quarter
of the current fiscal.”
Phadnis
adds, “With the TV industry going digital, consumer choice and content diversity
continues to multiply rapidly. In this context, TV Guide is a very interesting
space for What’s-On-India. Over the last three years we have been diligently
building all the technology elements needed to launch a very interesting and refreshingly
new model.” The
company received its first funding from financial services advisory firm Wealth
First Advisors in October 2006, which joined the company as angle investors. Later
it also roped in VC funds Sequoia Capital and Nexus India, who invested an undisclosed
amount in the company. Also, Julie Peterson who was earlier with Star TV in Hong
Kong, has some stake in the company. “We
feel that What’s-On-India is addressing a much needed problem in the Indian
media industry. The company has got full-fledged support from us,” said Suvir
Sujan of Nexus India Capital. “We
are very excited to participate in the creation of a new model within the Television
sector. The growing Digital Television market presents a unique and vast opportunity
that What’s-On-India can tap with the TV Guidance concept,” added Sequoia
Capital India MD Sandeep Singhal. Founded
in 2005 by Phadnis, the company covers over 300 TV channels and powers set top
boxes across DTH, IPTV and cable networks. Phadnis had earlier worked with Rediffusion-DY&R,
Mindshare, Starcom and Tam India. | 
