Television

Epic channel set to roll out by end 2014

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NEW DELHI: India’s first genre specific Hindi entertainment channel, Epic is all set go on air by the end of the year  and will showcase content based on Indian history, folklore and mythology in a contemporary format. It is the first segmented channel in Indian television.

Mukesh Ambani, Anand Mahindra and Rohit Khattar are the three promoters of the company. Mahindra & Mahindra chairman and managing director Anand Mahindra speaking on the occasion said that the landscape of Hindi entertainment is undergoing a dramatic transformation and in order to appeal to an evolved audience, and to sustain their engagement, there was a need for a revolution in the broadcast space.

“We have all been entertained with the history and mythology of India through books and grandparents' stories. These stories will now come to life on television in a contemporary manner,” he added

The channel identified fragmentation of audiences as a huge opportunity for differentiated and genre specific content. By integrating India’s rich heritage with the current consumption patterns, the channel is creating original content within the Indian history, folklore and mythology genre and will be using a contemporary story telling format.

Epic Television network founder and managing director Mahesh Samat commented, “The ‘segmented’ content will allow viewers to choose and consume genre-specific content of their liking. Our vision is to create a brand in television that will translate our vibrant past into entertainment with the objective of creating new IPs, strong characters and new heroes that strike a chord with audiences.”

The channel will have action, drama, comedy, supernatural and narrative non-fiction content, set against Indian history and mythology. The stories will be innovative with high production quality and a distinct look that will appeal to both men and women. Most of the content will be shot at real locations with HD cameras. The programming line-up has a mix of fiction shows, narrative non-fiction shows, short form content as well as films at launch.

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