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ETC is a Bollywood trade channel acquired by Zee in 2012. Initially launched with back to back format, it shifted focus to family entertainment for better ratings.
Zing owned by Zee Entertainment Enterprises Ltd offers humour, animation, spoofs and lifestyle with music. Targeting the urban young Indian, movies are a key driver.
9XM, owned by New Silk Route operates a clutch of music channels in various languages. With animation and humour as strengths, they now focus on digital expansion.
MTunes run by Pioneer Channel Factory is the first HD music channel. Its experiments with non-film music and short format shows have worked in its favour.
Mastiii was launched by Sri Adhikari Brothers Television Network, airing Hindi music with a variety of comedy content. Their new venture is Marathi music channel Maiboli.
Filling the gap of a music channel, MultiScreen Media added Sony Mix to its bouquet. It is the few that encourage appointment viewing and short format shows.
B4U Music launched with a focus on entertaining the Bollywood way. It then made youthful change in programming including lifestyle, fashion and trends with music.
Zoom is positioned as a Bollywood news and music channel from the Times Group stable. Its flagship shows are Zoom Anchor Hunt, Times Celebex and Planet Bollywood.
UTV Stars is a Bollywood entertainment channel from UTV Entertainment Television Ltd. Its premium property Walk of the Stars is an iconic landmark in Mumbai.