hile its rivals have done reality shows, launched pop bands, invited viewers on their live shows and what not, music channel etc has stuck to its knitting - Hindi music. Since its launch in August 1999, the channel has not budged even an inch from the genre of Hindi pop music that makes up 95 per cent of its programming today. Now etc is reinventing itself with a new a channel identity, promos and a proactive approach towards the youth segment - but all under the broad umbrella of Bollywood music.

Says Jagjit Singh Kohli, chief executive officer, ETC Networks, "We have introduced these changes for a fresher, slicker and smarter look. The new channel promo will be more vocal about the content and focus. The packaging has been so done that viewers can relate better with etc and its programmes. This is in sync with our commitment to Hindi films and music." The channel�s positioning on the platform of �Aakhir Dil Hai Hindustani� emphasises its "individuality" and "sets it apart from the likes of Channel [V] and MTV that have shifted back and forth between western and Hindi music". ... more