While & #BANNER1 & # people have been debating about and criticising the entertainment in news content, the Anurradha Prasad backed BAG Films has gone ahead and launched a full fledged news channel on entertainment and lifestyle. The channel is called E24.
The basic objective is to give full entertainment to the youth and general viewers. Prasad is quite gung ho about the channel's prospects. She says, "General entertainment channels have very few shows on Bollywood and the entertainment industry, so there is a large appetite among viewers for such shows."
"E24 will provide credible information based entertainment," she says.
Zoom also focuses on the entertainment, glamour and lifestyle industry. And the fate of the channel is not unknown to the industry. Amit Ray, chief strategy officer, BAG Films, clarifies, "The research that was done prior to the launch of the channel indicated that there is a great fan following among the youth for such content; other viewers also want to peep into the lives of their favourite stars. As far as Zoom is concerned, I guess it is focused more on the lifestyle of the rich and the elite. We will be sure to not make the same mistakes."