Rebecca Hawkes | 23-07-2013
Epic, the new Hindi entertainment channel focusing on Indian history, is readying itself for an August launch on digital direct-to-home (DTH) or cable TV platforms, subject to regulatory approvals.
The TV channel will include a mix of action, drama, comedy, supernatural and narrative non-fiction all sharing a historic or mythological foundation. Epic also claims to be the sole Indian channel to have shot on location in high definition (HD).
A launch campaign is set to follow new tie-ups with brand builders IContract – part of Contract Advertising and WPP Group – and Madison Media, which will take on the role of media buying and planning. Jack in the Box Worldwide will manage digital communication for the new channel.
Prashanth Challapalli, business head, Jack in the Box, said: "Epic is a completely new genre of programming in the television entertainment space. India has a rich history, and the prospect of telling these stories in the digital medium is really exciting. Our mandate is to create awareness and more importantly relevance for the brand in the online space."
Mahesh Samat, former managing director of Walt Disney India, is at the helm of the channel, with Anand Mahindra – chairman and managing director of Indian utility vehicle maker Mahindra & Mahindra – one of its key investors.