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Epic channel slated for launch in Dec

MUMBAI: Stated to be India’s first genre-specific Hindi entertainment channel, Epic is slated to launch by the end of the year.

The first segmented Hindi entertainment channel is aiming to make a breakthrough in the Indian media landscape by creating and showcasing content based on Indian history, folklore and mythology, in a uniquely contemporary format.

Epic Television Network founder and MD Mahesh Samat said, “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.”

According to the channel, fragmentation of audiences provides a huge opportunity for differentiated and genre-specific content. It is thus integrating India’s rich heritage with the current consumption patterns to create its contemporary storytelling format.

Mukesh Ambani, Anand Mahindra and Rohit Khattar are the promoters of the company.

Mahindra & Mahindra chairman and MD Anand Mahindra said, “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.”

The channel will have action, drama, comedy, supernatural and narrative non-fiction content, set against Indian history and mythology. The stories are said to be innovative with high production quality and a distinct look and feel that will appeal to both men and women.

Most of the content is shot at real locations with HD cameras and the programming line-up at the time of launch will comprise a mix of fiction, narrative non-fiction, short form content as well as films.