KOLKATA: ETV Bangla, a regional general entertainment channel (GEC) under the belt of Network18 has appointed Hitesh Anil Unadkat in its sales team. Unadkat who has earlier worked as deputy vice president –advertising sales at Zee Entertainment Enterprise, has already taken up the new role at ETV Bangla from 15 May.

While the Bengal GEC market is mainly dominated by Star Jalsha and Zee Bangla, ETV Bangla is now aiming to penetrate more households.  The channel is not only producing original content to increase viewership, but is also making managerial changes to ensure better output.

Unadkat is not the first one to join ETV Bangla from Zee Bangla. It can be recalled that around three weeks ago, the channel had appointed Sujay Kutty as its business head, who had also worked with Zee Bangla as its executive - vice president, business head.

When ETV Bangla officials were contacted, they confirmed the appointment of Unadkat but could not mention his exact designation.

So is ETV Bangla becoming a threat to the GEC leaders in the state? Answers a city based media expert, “ETV Bangla is trying all the means to capture the market in Bengal. It has earmarked crore of rupees for creating original content under the band ‘Duranto Dupur’. Money brings more money. The investment by TV18 is big and it expects a bigger return too.”

ETV Bangla’s programming roster comprises ‘Prathamar Rannaghar’, ‘Jhalak Dikhlaja Bangla’, ‘Ranga Mathaye Chiruni’, ‘Bigg Boss Bangla’ and Sadhok Bamakhyapa among others.

“The channel is spending a lot on original content. Looking at huge revenues, new appointments are likely to play a crucial role,” concludes the ETV Bangla official.