The bag full of big ideas

TELEVISION: Expect a churn in the news and entertainment segments, with the launch of BAG Films' channels.

Television content company BAG Films is launching its Hindi news channel News 24 and its glamour channel E 24 in November.

Speaking to Business Standard, BAG's managing director Anurradha Prasad said that the two channels will be launched under the Network 24 umbrella.

The company's new media ventures such as television broadcasting, radio and mobile content will move under the Network 24 brand name.

Commenting on the use of 24, in News 24 and E 24, Prasad said that the number signifies youth, considering 50 per cent of India's population is under 25.

"Besides it also represents the alertness required for being a 24-hour news channel. The channel will cover news the way it should be covered," she added.

A dozen people have quit Aaj Tak to join News 24 while it has hired anchors from Zee News and Star News.

Headed by Bollywood expert and scriptwriter Mushtaq Shiekh, E 24 or Entertainment 24 will be the company's celebrity lifestyle channel. Headquartered in Mumbai, the channel will focus on Bollywood and the television entertainment industry.

Former Buena Vista CEO and advertising professional Pratik Basu has joined BAG Films as executive director of Network 24 and will drive the company's broadcasting business.

Among the shareholders of BAG's broadcasting venture are Sameer Gehlot of India Bulls, Highgrowth Investments and the actor Shahrukh Khan.