Ushering in a new genre in television viewing for Telugu channel browsers, Mahaa TV has launched ‘Xtra' channel this week.
Unlike some other movie channels that present select movies and carry interviews with leading stars, the new one looks at packaging the entire making of a film and lace it with interactions involving those behind the scene also, from co-director to costume designer.
Stylishly put together, Xtra which comes with a tagline ‘100 % Filmy' has a host of live interaction shows with viewers and playing requests from them too. Lifestyle and fashion aspects too are to be added soon.
First-of-its-kind
“Ours is first-of-its-kind in the genre among Telugu channels and perhaps in the South. While others present movies as finished products, ours cover every aspect -- from clap to release and review of the movie,” says the channel CEO, Anil Inaganti. Tie-ups with some Tamil channels and arrangements for feeds from Mumbai too are being worked out to broad base the channel, he says.
Telugu films
Apart from the latest and happening releases, Xtra also will be compiling and presenting the Telugu films right from the day of its birth.
Celebrity interactions including leading filmmakers too are in the making. “We are starting the shoot for a 20-episode series on celebrated filmmaker K. Viswanath and more similar programmes are lined up,” says Narasimha Raju, Creative Head.
Exclusive studios
A team of 70 has been arrayed for the new channel which presently is relying on the existing infrastructure of Mahaa TV. “We are in the process of setting up few exclusive studios and in the process of acquiring additional equipment,” says Mr. Anil.
Telugus, though being movie buffs, do not have dedicated channels that keep them abreast with film industry developments and offer them infotainment.
“Bollywood has channels like Zoom and when they are accepted so well, we thought why not come out with a similar offering in Telugu,” he adds.
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