MUMABAI: etc is up in arms. The music channel claims that with its innovative programming and an all-new Bollywood centric approach, it has turned into the market leader.
 

Quoting a TAM data, etc claims that a channel rooted to its Indian origin, like itself, can only win the hearts of Indians. A company release says that according to TAM figures for the six weeks (week 38 to week 43) from 14 September 14, 2003 to 25 October 25, 2003 in all India C&S homes 15+ SEC ABC, etc is the No.1 music channel. While etc enjoys channel share of 34 per cent, MTV claims 15 per cent ZEE Music 18 per cent, Channel [V] 18 per cent and B4U 15 per cent, in the Hindi speaking market.

According to the release, etc could only claim the position since it is a spirited and daringly experimental channel with a wholesome approach, is showcasing music in its all the avatars to entertain its viewers.

And what makes it 'sarvottam, sarvashreshta aur swadeshi,' is its line up of programmes like film based shows Chit Chaat, Taaza Maal, Bollywood, On Air, Music This Week, Awaaz and Bollywood Birthmarks, show created to commemorate movie stars' birthdays Main Amitabh Bachchan Banna Chahta Hoon and Shahrukh Unlimited were such special shows.

That apart, etc organizes live events of the Swadeshi AKA Indian bands like Remo, Vikas Bhalla, Bali Brahmbhatt, Xenia Ali, Vaishali Samant, Dr L Subramaniam and Devang Patel. Besides the music based programmes, etc, in a bid to connect with the regional audience, has come up with programmes like ETC Pathshala and Its My Pasand.