MUMBAI: Zee Telefilms' cable arm SitiCable is planning to launch a 24-hour interactive entertainment channel aimed at family audiences, The Asian Age has reported. Siti has already sought clearance from the information and broadcasting ministry for the project.

The channel, which will be free to air and city specific, has broadly been modelled on the lines of the popular NY1 in New York,which is Time Warner Cable's exclusive local news channel having live 1-minute news updates every half hour and special shows focussing on local business, politics etc.

SitiCable will leverage on its strength of having its own teleport in Noida thus enabling it to do live interactive programming like FM radio through satellite uplinking. 

The programming will consist of live entertainment shows and events, infotainment shows, music on demand,popular serials from Zee library,also interactive film entertainment which the channel claims is a new concept.

In order to make the channel viewer friendly, SitiCable is also planning to run all kinds of helpline services besides doing phone-in programmes, where viewers will be able to highlight their civic problems and concerned authorities will redress their grievances online.

SitiCable has also set up a first ever non-news 24 hour live studio in Delhi. More such studios will come up in other major cities to do city specific programming.