Life's style: SRK turns content provider

Shah Rukh Khan started his acting career in television before moving on to Bollywood. He came a full circle to the medium that first gave him recognition by anchoring game shows Kaun Banega Crororepati and Aap Panchvi Pass Se Teez Hai on Star Plus.

Now, the King of Bollywood is all set to take his association with television one step further, by producing entertainment and lifestyle programmes.

SPICING IT UP

Shah Rukh Khan launched Red Chillies Entertainment in 2004 after the venture Dreamz Unlimited with actor Juhi Chawla did not churn successful films

Red Chillies Entertainment is all set to produce content for lifestyle channel E24

E24 is owned by BAG Films & Media, whose chief is Anuradha Prasad, the wife of vice-president of the Indian cricket board, Rajiv Shukla

Red Chillies Entertainment produced the mega hit 'Om Shanti Om' and 'Main Hoon Na', while its 'Kaal' and 'Paheli' were flop

Khan's company Red Chillies Entertainment, is tying up with lifestyle channel E24 to provide them content. Sources say that Khan's company is close to finalizing concepts for some of the shows. E24 is owned by BAG Films & Media, a listed media house, whose chief is Anuradha Prasad, the wife of vice-president of the Indian cricket board, Rajiv Shukla.

However, when contacted, Prasad, chairman and managing director of BAG Films & Media declined to comment on the association. Bag Films & Media runs its non-news channels such as E24 under a separate company BAG Glamour, while the news channel is run through BAG Newsline. Last year, Khan and his wife Gauri bought 10 per cent stake in BAG Glamour in their personal capacity.

The other investors in BAG Glamour are IndiaBulls' promoter Sameer Gehlaut (15 per cent), Kolkata-based private investor High Growth (15 per cent), and the remaining 60 per cent is held by the parent company and promoters.

The actor has made some tentative moves to build a footprint in the entertainment and media business but with limited success. He launched Red Chillies Entertainment in 2004 after the venture Dreamz Unlimited with actor Juhi Chawla did not churn successful films.

Phir Bhi Dil Hai Hindustani and the big budget periodic film Asoka released under Dreamz Unlimited flopped at the box-office. While Red Chillies Entertainment produced the mega hit Main Hoon Na, the company's next two films "" Kaal and Paheli in 2005 "" were non-drawers.

Khan's production house hit jackpot with 'Om Shanti Om' in 2007, when he managed to sell the worldwide distribution rights of the movie for over Rs 74 crore to Eros International.