MUMBAI: ETC Networks, in which Zee Telefilms has a 51 per cent stake, will celebrate the anniversaries of its Punjabi channel (3 June) and music-cum-entertainment channel (26 August) at a bash being held tonight (11 July) in Mumbai's Cirkus Cirkus banquet halls at the Lotus Suites. The theme for the evening is 'khaana, peena, mauj, masti, jhatka, matka aur phool timepass' (Eat, drink, be merry, dance, enjoy yourself). Several celebrities, TV industry and ad agency personnel are expected to attend the party.
A press release says that the network will be celebrating its fourth milestone within a short period of four years. It says that "ETC Networks is a success story of delivery and accomplishments."
These milestones include the inception of the first etc channel; the company getting listed at Bombay Stock Exchange; the birth of the "numero uno" regional channel ETC Channel Punjabi; the channels providing a gateway to Bollywood; changing Bollywood and Indi Pop into a trend.
The release also states that the music cum entertainment channel etc has constantly innovated to attract viewers - etc is a music based entertainment channel with music dominating more than 95 per cent of the programming content. The release points out the following:
* etc is "Bollywood Ka No 1 Apna entertainment channel" as it showcases news, views and musical notes from entertainment industry. The channel still has a Indian heart and soul - (Aakhir Dil hai Hindustani)
* etc has managed to combine interactivity with a unique programming mix comprising of film shows, song compilations and religious programmes. The shows are either anchor-based programs or autobiographical presentations, which give stylised presentation of film and pop songs.
* The channel has managed to improvise and innovate its film-based programming mix through interactive travelogue shows - Meri Jaan Hindustan ; musical spoofs - Pandey Pillai-2 ; shows dedicated to the stalwarts of Indian cinema - Baaps Of Bollywood; celebrity shows It’s My Pasand, Chit Chaat ; and topical shows on the Indian film industry - On Air; compilation shows such as Geet Gaata Chal, Mix Masala, Pop Unlimited, Pop Out, Pop Naka, Made In India Hit List, Maal Gaadi, Sun N Dance and Mega Dance Mix.
* The channel also has a record-breaking show on astrology - Kahani Kismat Ki - anchored by Arya Guru Bhagwan Das Ji. This is the only show on astrology to have completed more than three very successful years on one channel.
* The channel has fared well as evident by the monthly average data pertaining to various music channels for the three consecutive months. According to TAM’s channel share analysis for the month of May 2003 (15 + minutes and 4+ age) etc has largest channel share of 29 per cent with MTV at 26 per cent; Zee Music at 9 per cent; B4U Music at 13 per cent; CMM at 8 per cent; and Channel [V] at 15 per cent. The channel etc also claims to have "the highest reach of 14 in Hindi speaking markets and nine in the all homes markets."
The release also says that "ETC Channel Punjabi is undoubtedly the market leader in its own regional segment". The channel's positioning revolves around "Dil Apna Punjabi".
TAM data (30 March to 26 April for time period of 15 minutes plus) indicates that the channel's share average is higher than competitors - ETC Channel Punjabi has the top place with 67 per cent channel share; Alpha Punjabi has 9 per cent channel share; Balle Balle has 15 per cent; DD Punjabi has 5 per cent; Lashkara has 4 per cent.
etc is beamed from Thaicom 3 and is a free to air digital channel. The release says that etc is watched by more then 30 million households.