MUMBAI: When it comes to general entertainment channels (GECs), hitting the sweet spot isn’t all that easy. Creating unique yet mass content continues to remain a challenge for creators in the industry. While there are tried and tested formats of kitchen politics, dramas and reality shows, building products like Zee’s Kumkum Bhagya, Colors’ Naagin 3 and Dance Deewaneand Star Plus’s Yeh Rishta Kya Kehlata Hai requires a golden touch.

In a bid to compete with the big boys and capture the imagination of India’s rural populance, Enterr10’s free to air (FTA) channel Dangal TV is in the process of making an interesting play.

The channel is set to undergo a face lift along with the addition of new original shows to its bouquet of offerings.

Speaking to Indiantelevision.com, Dangal TV MD Manish Singhal said, “We will not change the name of the channel, only the logo, tagline and the entire graphics of the channel, the kind of promos that we make, etc will be changed in a bid to make the classier version and which will define its personality of Dangal TV. We will not change the programming line-up, instead, we will launch the show one by one and will go with it slowly and gradually,” he said.

The channel will launch a show titled Pakistan ki Dulhania from the Jay Mehta production stable, to be aired by August end. Sagar Arts will produce Shani, which will take two more months to go on air, while Jaani Dushman, produced by Contiloe, will be aired mid September.

The channel also has plans to launch yet another show (name hasn’t decided yet) based on the story of Naagin, produced by Dinesh Bansal, to be aired on 30 July.

When it comes to promoting and marketing the channel's brand, Singhal stated that he believes in the power of word of mouth. He also confirmed that the rebranding process could take up to a month.

Dangal TV stood at sixth position from seventh position in the BARC week 28 in the GEC rural market as compared to the previous week with 244443 impressions (000s) sum.

Enterr10 intends to dive deeper into the regional space with the launch of its Bengali GEC and a movie channel, set to go on air within the next four months.

The company also operates Bhojpuri and Marathi movie channels Bhojpuri Cinema and Fakt Marathi respectively.

Editor's note: The spokesperson of Contiloe has denied being in talks with Dangal TV on any show