CNBC India will kick off its new programming initiative That's Entertainment with an event called "The Entertainment Industry: Taking The Big Leap" on 19 December in Mumbai.

That's Entertainment, presented by LG and HPCL, in association with Apollo Tyres and Hyundai, has been conceptualised as a month long series encompassing the breadth of programming on the channel, according to an official release.

An official release states that eminent personalities like IDBI chairman and MD P P Vora All India Film Producers' Council president Amit Khanna, UTV chairman Ronnie Screvwalla, ENIL MD A P Parigi, Shringar Films' director Shravan Shroff will participate in the first brainstorm session.

The by-invitation only audience will consist of stakeholders in the business of entertainment. This will include actors, producers, TV personalities, entertainment analysts and all those who are responsible for, and interested in, making entertainment one of the most profitable businesses in the country, the release adds.

That's Entertainment started on 13 December 2002. It is an effort to give CBNC's discerning viewers a peak into the behind-the-scenes happenings and economics of the Rs 15 billion media industry, the release states.

The release also mentions that the leaders in the business of entertainment will rub shoulders with entertainment analysts; celebrities and superstars as the CNBC team of reporters and analysts seek insights and understanding on what makes the industry tick. The entire spectrum of entertainment including films, television, radio, amusement park, etc will be covered in this series. There will be detailed analysis of entertainment related stocks and businesses on CNBC daily shows.

Regular weekly programmes will also have special episodes dedicated to That's Entertainment. Four episodes of Managing India will focus on the visionaries who manage entertainment businesses while four special episodes of the popular lifestyle show Trendmill will feature and profile artists, singers and actors from Bollywood and Hollywood. A special show called Business of Entertainment will offer its insightful discussions and analyses of pertinent issues in the entertainment businesses.