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ETC was launched in August 1999 as a music channel. The focus was on providing Hindi music as distinct from channels like MTV and Channel V that focused on English music. The company held an analyst meet at the Taj Mahal hotel in Mumbai. Apart from being a Hindi music channel, the company has floated a Punjabi channel in a 50:50 joint venture with another production house. Within two months, etc Punjabi has achieved the number 2 slot among the other Punjabi channels (Alpha Punjabi, Tara Punjabi, and Lashkara). Since etc Punjabi is a pay channel, the company would derive advertisement and subscription revenues from the same. The network has also entered the South Indian market through its 100% subsidiary, New Age Entertainment Ltd. The company plans to acquire the marketing rights of Events and establish programs on the SUN and its allied channels. In this respect, the company has already made a beginning by tying up with SUN TV for the telecast of a musical concert by S. Janaki which will be telecast on Independence Day. The company has not tied up with any major distribution company for the distribution of the channel. The channel reaches nearly 23mn homes, which is equivalent to more than 90% of the C&S cable homes.
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