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Network 18-controlled ETV channels, general entertainment channels (GEC), are set to come up with 24-hour news channels, in the first major move after Mukesh Ambani bought stake in the news network company. Currently it is being planned for ETV Bangla, Kannada, Gujarati, Himachal and Marathi.
According to sources with direct knowledge of the matter, the necessary approvals have been received and a major restructuring is underway for ETV as GEC channel will run as it is and while the new 24-hour news channels are set to go on air. In fact, ETV Bangla has started giving advertisements in newspaper to recruit people and hopes to go on air before Lok Sabha elections.
At present ETV Bangla airs three news bulletins at different times of the day.
“We are looking to go on air before the general elections because that will provide the new news channels a good platform as it already has a news team but to start a full- fledged news channel we are hiring more people,” said the person requesting anonymity. ETV Bangla, as a GEC channel, has over 100 employees at the moment. According to sources some of the top names of editorial department of rival news channels in Bengal have been approached by ETV management.
Uplinking the programmes for the new channels will take place from either Hyderabad or Noida where Network18 has uplinking facilities.
When contacted the company refused to comment on the matter.
According to a senior official from a rival news network, the investment would not be as much as required to start a standalone news channel because ETV already has got an infrastructure set up ready.
Ashesh Jani, partner at Deloitte Haskins & Sells,echoed his views but added that news has become a commodity and this can turn out to be a good opportunity for ETV channels as it already has an established brand equity.
However, according to some analysts, the timing of the launch is risky as regulatory hurdles are looming large over the Indian television scene.
“One of them most crucial thing for them (ETV) would be the rates at which they choose to air the channels. The environment is yet to discover fully,” a sector analsyt said by adding that existing brand equity will be helpful for consumers to relate to it.
ETV Bangla, once a leader since its launch, did lose out on a lot of market share in the regional entertainment channel market specially after the entry of national rivals such as Star and Zee.
