What's on India launches first original programming

What's On India Media Private Limited, which recently launched the country's first and only consumer TV guidance channel has launched its first original programming "What's on my TeeVee."

Speaking on the initiative, Atul Phadnis, Founder and CEO, What's On India says, "What's on my TeeVee is another attempt at What's on India to deliver content discovery for our customers through the eyes of celebrities and their tv show favourites and preferences. We are very excited of our new offering and hope it will help our viewers in our endeavour of tv guidance and recommendation."

The show focuses various popular TV stars and celebrities, who talk about their favourite shows on television. The show also helps in TV guidance as it helps viewers engage with the popular programmes seen by celebrities on television and generates interest for sampling and sustained viewership.

TV queen Ekta Kapoor, acclaimed film and tv producer Suraj Barjatiya, film actor Udita Goswami, tv actors Jay Bhanushali, Parul Chauhan are among some of the personalities that have been featured on the show.

Shalini Behl, Channel Head, What's On India, explains, "We already have a bank of about 150 celebrities from various verticals of entertainment industry. We are not restricting ourselves to Hindi Television will also be showcasing television personalities from Marathi, Bengali, South etc."

The key insight guiding both What's on India is that 70 per cent of the times, viewers switch on their TVs without knowing exactly what to watch. In these 70 per cent of unplanned TV sessions, millions of viewers are in a search-and-find mode in a bid to find interesting programs to watch. What's On India is trying to addressed this need by constantly presenting viewers with information and recommendations of what TV programs to watch and where to find them.