MUMBAI: India’s first genre specific Hindi entertainment channel, Epic has assigned the revenue monetisation duties to Helios Media. With a clear focus to create unique and original content within the Indian history, folklore and mythology genre, in a very contemporary story telling format, the channel will be launched by the end of this year.

Speaking on the appointment Epic Television Networks founder and managing director Mahesh Samat says that the segmented content will allow viewers to choose and consume genre-specific content of their liking. “The channel is on the anvil of revolutionising the way television is being consumed in our country. This therefore becomes an ideal destination for brands to reach out to the appropriate TG. Helios Media has the understanding of the space and the skill to position brands in the right environment. I am certain that this partnership will add value to an unconventional brand like ours that is creating a new category altogether.”

The channel will have action, drama, comedy, and thrills set against the backdrop of Indian history and mythology. The programming line-up will be a mix of fiction and narrative non-fiction shows, short form content, as well as period films. An original style of storytelling with high production quality, it will have a look and feel that is distinct and appealing to both men and women. Shot in HD, the shows will capture the historical settings in all their glory.

Helios Media MD Divya Radhakrishnan said, “At Helios Media, it’s ingrained in our DNA to look beyond obvious and see more. We always swim against the tide and have created success stories of the channels we have been assigned to. It’s our honour to partner with this new leap in broadcast history that will be written by the Epic channel.”

Helios Media COO Bala Iyengar added, “Our expertise lies in brand positioning and our team orientation has been to create solutions for both brands and the channel. We are very excited to be a part of establishing a brand new genre for Indian television.”

Launched in 2011, Helios Media has been providing broadcasters with critical expertise in the areas of revenue management and several allied business solutions. Helios Media currently manages monetisation mandates of MTunes HD, Channel X, FoodFood, Sanjeev Kapoor’s Khazana, Fashion TV and Life Mantra.