The predominantly music-based etc, quoting market research agency Intam figures, has claimed the top spot in the music channel stakes.

According to Intam figures for the week July 23, 2001 to July 29, 2001 (all India 4+ C&S homes) etc is the No.1 music channel with a reach of 4.9 per cent. The channel is followed by MTV 4.32 per cent, Zee Music 2.78 per cent, Channel [V] 2.55 per cent and B4U Music 1.84 per cent.

According to a company release, it is the channel's unique approach that has helped propel the channel to where it is. And that is to keep distractions from the song (or the singer as the case may be) to the minimum.

When the legendary Asha Bhonsle was featured it was she who presented her own story of 50 years. The programme was interwoven with many anecdotes and song clippings.

etc also prefers the golden oldies to the current crop of pop stars. The music of Lata Mangeshkar, Asha, Mohammed Rafi, Mukesh or Kishore Kumar have a far more enduring appeal, is the assumption.

The channel also has done away with video jockeys to have what it terms is a seamless flow to its music.

Now MTV and the other music channels may have something to say on that score.