Media and Entertainment has announced the name of its new Hindi entertainment channel to be Firangi and it has appointed Rajeev Chakrabarti as its business head.
Firangi claims to break new ground with the creation of the World Television Category, according to Chakrabarti. The channel proposes to air international content dubbed entirely in Hindi. The target group will be predominantly adult viewers across all strata of society, says Chakrabarti.
Firangi plans to introduce some of the world's most-watched novellas, sitcoms, short series, adventure series and world cinema, all in Hindi.
Commenting on his appointment, Chakrabarti says, "My responsibility will be to expand the genre of entertainment programming among adult viewers in India and also to give Firangi an important positioning as a GEC exclusively for dubbed international programmes."
Chakrabarti feels that other GECs do not have a specific focus when they introduce dubbed international programmes in spurts in their programming modules. Firangi, on the other hand, showcases exclusivity in terms of dubbed international shows in various entertainment formats he explains.
The channel's launch has been scheduled tentatively for the end of the year.