Thursday, April 02, 2009

Lehren on

Lehren, India's first 24x7 showbiz news and entertainment channel, has entered into an agreement to have their content on

Lehren is the only news channel in India whose mandate is exclusive to Indian showbiz while spanning the entire spectrum of activities within it. It is the definitive source of news and information on Bollywood and bills itself as THE Bollywood channel. 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. To this day Lehren enjoys great brand recall within the film industry and among Bollywood fans world over.

Before their foray into television, Lehren decided to go the unconventional way and launch their channel on the world wide web. “We decided to partner with as it is a superior platform vis-a-vis the other players. It also has a number of reputed channels and great viewership. We also found its concept of distribution – via over 10000 widgets across blogs and websites very interesting,” said Deepali Narsiker, Head of Broadband Services at Lehren Entertainment Pvt Ltd.

Lehren will go live on on 3 April 2009 with their vast repertoire of content which includes mainly Bollywood - film first looks, movie premieres, celebrity chats, interviews, movie reviews and previews, music launches, music releases, making of and behind the scenes. Apart from Bollywood there will also be Hollywood and Regional content.

Lehren hopes to aid the globalization of Bollywood and in so doing become a global player itself and this is just the first step. recently went global with ITN, UK and also partnered with Viacom 18 for their MTV India and Colors channels and with Broadcast Initiative for Mi Marathi and Live India news channel. With these tie-ups most of the major television broadcasters in India are now part of the Platform.