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ETC
goes all out to woo Punjabi viewers
Amongst the mushrooming Punjabi channels, ETC Punjabi, which was started
from June 3, has beaten the R. Basu promoted TARA (Punjabi) and Alpha
(Punjabi) by lapping up Gurbani from Golden Temple.
The channel ETC Punjabi has brought back the Gurbani from Sri Harmindar
Sahib daily in the morning and evening for the millions of viewers who
used to wake up to the sacred chants of Gurbani Keertan from Golden Temple.
Says Rabindra Narayan, President ETC Punjabi, "We have this exclusive
telecast rights for Gurbani for six years. In the morning between 4 to
7 a.m. and in the evening between 4.30 p.m. to 6.30 p.m. everyday we air
Gurbani from Golden Temple. In fact, we are waiting for the government’s
approval to allow us for the live telecast. The moment we get approval,
we will start live telecast of Gurbani".
ETC Punjabi is all set to fulfil ETC’s commitment to provide its
viewers with wholesome entertainment alongwith programming related to
the Indian roots and way of life. According to Rajiee Benhur Nagpal Shinde,
Head of Programming, ETC Punjabi will have only ‘authentic Punjabi
programmes’. When asked to explain the ‘authenticity’ of
their programming, she said, "People who are producing programmes
for us are not big names from the industry but they certainly know what
Punjabi culture is all about. I give you one example of ‘authenticity’.
In one of the Punjabi serials on a Punjabi channel, while talking about
Jalandhar and Bhatinda in Punjab, coconut trees were shown. Now you tell
me in which part of Punjab do you see coconut trees? In our programming,
in terms of dialects of Punjab, in terms of ambience, costume and characters
we will be as authentic as we can."
The channel is taking care to include programming on Punjabi oriented
streams of spiritualism and worship, while in the entertainment section,
a mix of tradition and modernity is maintained through feature films,
folk songs and traditions related programmes, shows and series that reflect
the lifestyle of Punjabis.
The fresh programmes on entertainment are starting in the first week of
July. According to Rajiee, what makes ETC Punjabi different from other
Punjabi channels is that "it promises to be a real Punjabi channel".
The catch line of the channel is Dil Apna Punjabi. For example, they have
one musical show where the anchor is a truck driver. The show while entertaining
its viewers will also talk about the life of truck drivers. As Rabindra
Narayan says "We not only provide pure entertainment but also infotainment.
For kids we have Kaka time, talent shows and cartoons both dubbed and
original Punjabi cartoons.
For the women segment, we have programmes like Women of Punjab.
ETC Punjabi has commissioned programmes to various producers like Gurbeer
Grewal (of Neem Ka Ped fame), S. Kesar and actor Sudhir Pandey.
Amitabh Parashar