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.
The 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.
Lehren 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 Bollywood fans.
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. Supported by this archive, Lehren producers will be able to design multi-aspected film programming from day one.
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