Tuesday, March 11, 2008
| 10:24:40 AM IST (+05:30 GMT)
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Lehren is India's First 24x7 showbiz news and entertainment channel exclusively devoted to India's colourful film industry, primarily Bollywood and its offshoots and variants in several states of India. The channel, located in Mumbai, is scheduled for liftoff in April 2008. Lehren's content will be 100% film-centric, rendered in the news, information, chat and gossip formats. It will be the only news channel in India whose mandate is exclusive to Indian showbiz while spanning the entire spectrum of activities within it. It will be the definitive source of news and information on Bollywood and its sister acts. Lehren bills itself as the Bollywood channel.
channel is promoted by Lehren Entertainment Pvt Ltd, a member of the
Affiliated Media Company (AMC). Its Founder and Managing Director is
Mritunjay Pandey. Through its holding company iLabs Capital Pvt Ltd,
AMC is affiliated to the TV9 network of satellite news channels owned
by the Associated Broadcasting Company (ABC) Ltd. From day one, the new
channel's momentum will be boosted by the sales and content synergies
afforded by its affiliation to ABC's rapidly growing news network.
is a new channel but no newcomer. Its engagement with Bollywood dates
back to 1987, to the pre-satellite era, when it pioneered film-based
entertainment shows for India's then emerging television industry.
Lehren's videos packaged film scenes, songs, interviews and magazine
content in the kaleidoscopic format typical of Bollywood. This made
Lehren a household name in the VHS home video market and the company
grew to be the biggest source of film-based content in India and
overseas. Its chatty, snippety video magazines became the template for
entertainment shows when India's television industry was opened up to
private producers in the late 1980s and early 1990s. To this day TV
channels follow the styles and formats invented by Lehren back then.
Lehren enjoys great brand recall within the film industry and among
Lehren has 10,000 hours of archival video accumulated over 20 years. All the content produced by Lehren during its two decades of engagement with Bollywood has been digitized and archived. One only has to visit www.lehren.tv to realize the depth and range of Lehren's association with Bollywood. This includes some of the rarest footage available to any TV channel, and profiles, interviews and backgrounders on hundreds of major Bollywood personalities and film-related topics. Supported by this archive, Lehren producers will be able to design multi-aspected film programming from day one.
Popular Search Terms: www.lehren.com, www.lehren.tv
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