I think the combination of Television + Web works wonders as Television brings in the eyeballs and web creates the engagement and longterm subscribers. Also its a good combination because it combines broadcasting i.e. TV with narrowcasting i.e. the web. So taking the same route BAG Films & Media Ltd which had recently launched a Bollywood focused entertainment channel called E24 has now backed it up with an online portal called E24Bollywood.com.

Bollywood is betting big on online buzz as we had covered in an earlier post. And its not surprising that TV channels are starting to care about how they project themselves online especially when it comes to bollywood. The BAG site has been created by BAG Convergence a company which is solely focussed on creating internet and mobile for BAG Films & Media.

According to Hemant Kumar, head, BAG Convergence

“Although the site will have a similar focus as E24, to offer entertainment news features, it is not going to be a reflection of the channel and will carve out its own identity.”

Its interesting to see media companies hiving off exclusive web arms to handle their web businesses. Just take the example of NDTV which has NDTV Convergence, Network18 which has Web18 and now BAG Media which has BAG Convergence. As days go by web becomes an even more integral part of any media house strategy. And its not only limited to them creating a site. They are also looking at acquisitions and creating their own web platforms to engage the new age user who seems to be fast moving towards the digital media consumption.

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