Eenadu launching four Telugu channels

Hyderabad: Eenadu Television Pvt. Ltd Telugu launches four channels in the general entertainment category (GEC), taking its lineup to seven in the country’s second largest regional television market.

This will be the Hyderabad-based chain’s biggest launch in its 20-year history. Eenadu publishes the largest circulating Telugu newspaper of the same name, runs two Telugu news channels targeting the Andhra Pradesh and Telangana markets and operates a general entertainment channel, ETV, the second private Telugu channel launched in August 1995.

The four new channels — ETV Plus, ETV Life, ETV Abhiruchi and ETV Cinema — will be on air from October 22.

ETV Plus will focus on comedy, ETV Life on health and lifestyle, ETV Abhiruchi on food and ETV Cinema on movies. The Ministry of Information and Broadcasting issued licenses for general entertainment channels earlier this year.

“The genres we intend to launch will be content rich and will be developed with specialist subject matter from highly credible sources,” said Eenadu Television CEO K. Bapineedu Choudhary.

Promoted by C. Ramoji Rao, an entrepreneur with interests ranging from media and cinema to hospitality, food and financial services, Eenadu Television sold its non-Telugu business to the TV18 group, now controlled by Reliance Industries Ltd’s Mukesh Ambani. Rao also runs one of the world’s largest film studio complexes on the outskirts of Hyderabad.

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