Eenadu launching four Telugu channels

The four new channelsETV Plus, ETV Life, ETV Abhiruchi and ETV Cinemawill be on air from 22 October

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

This will be the biggest launch in one go for the Hyderabad-based network in its 20-year run. Eenadu publishes the largest circulated Telugu newspaper under the same name, runs two Telugu news channels catering to the Andhra Pradesh and Telangana markets, and manages one general entertainment channel, ETV, the second Telugu private channel to launch in August 1995.

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

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 granted licenses for the general entertainment channels earlier this year.

“The genres we are intending to launch will be rich in content and be developed with subject specialists with high source credibility," said K. Bapineedu Choudhary, chief executive officer of Eenadu Television.

Promoted by C. Ramoji Rao, an entrepreneur with interests spanning media and cinema to hospitality, food and financial services, Eenadu Television sold its non-Telugu businesses 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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