Epic gears for a significant India launch

07 Oct,2014

By A Correspondent

 

The EPIC Channel, India’s first genre specific Hindi entertainment channel, is all set to make a breakthrough in the Indian media landscape. The Epic Channel is gearing up to showcase interesting content based on Indian history, folklore and mythology, in a uniquely contemporary format. It is the first segmented channel in Indian television.

 

The Epic Channel identified fragmentation of audiences as a huge opportunity for differentiated and genre specific content. Effectively integrating India’s rich heritage with the current consumption patterns, The Epic Channel is creating unique and original content within the Indian history, folklore and mythology genre, using a very contemporary story telling format.

 

Mukesh Ambani, Anand Mahindra and Rohit Khattar are promoters of the company. Mr. Mahindra, Chairman and Managing Director of Mahindra & Mahindra says, “The landscape of Hindi entertainment is undergoing a dramatic transformation. In order to appeal to a far more evolved audience, and to sustain their engagement, there is definitely a need for a revolution in the broadcast space. We have all been entertained with the history and mythology of India through books and grandparents’ stories. These stories will now come to life and can be enjoyed on television in a contemporary manner.”

 

Mahesh Samat, Founder and Managing Director, EPIC Television Network Pvt. Ltd, adds “The EPIC Channel has generated much excitement and anticipation and we are ready to deliver what we have promised. The EPIC Channel’s arrival on Indian television marks a new beginning in the experience of TV viewing. The ‘segmented’ content will allow viewers to choose and consume genre-specific content of their liking. Our vision is to create a brand in television that will translate our vibrant past into entertainment with the objective of creating new IPs, strong characters and new heroes that strike a chord with mass audiences.”

 

The EPIC Channel will have action, drama, comedy, supernatural and narrative non-fiction content, set against Indian history and mythology. The stories will be innovative with high production quality and a distinct look & feel that will appeal to both men and women. Most of the content is shot at real locations with HD cameras. The programming line-up has a mix of fiction shows, narrative non-fiction shows, short form content as well as films at launch.

 

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