Eye Ltd, the production house owned by Dheeraj Kumar, plans to launch a speciality channel in Hindi in the second half of 2008. The channel is likely to be targeted at viewers in the age group of 18-45 years. Kumar confirmed the development, but refused to divulge any more.
According to Kumar, the channel will not be a GEC (general entertainment channel), but will target a specific segment of the audience. He says, "Today, combining the Hindi and Southern GEC channels, there are more than 1,500 hours of programming per day on air. In the next three months, this will increase to 1,800 hours. The segment has already become so cluttered that one has to look to niche genres to make a success out of a channel."
Some Creative Eye shows that are currently on air include Betiyan and Maika on Zee, Man Main Hai Vishwas on Sony, Hamari Bahuh Tulsi on Doordarshan, Kavya Rangathan Ray on STAR Vijay, and Virnavali, which will soon be launched on 9X. The production house has around eight and a half hours of Hindi programming on air, which it expects to scale up to 11 and a half hours by the end of June.
Creative Eye is also working on three Hindi animation films of around 75 minutes' duration each for launch this year. The films are based on Indian mythological characters such as Krishna and Durga. The production house aims to produce at least 12 animation films in the next four years. Kumar says that if possible, he will combine three or four of the films for a theatrical release later this year.