"We wanted to disassociate with the controversies surrounding ATN. We have introduced a new name and a new logo," said Yogesh Radhakrishnan, director, Entertainment Television Network.

ETN is promoted by Kohli, Shah, Radhakrishnan and Hindi film producer Jhamu Sughand. The four share equal stake in the company.

The channel will have 14 new shows by the first week of July and will target all age groups, Radhakrishnan said. The company plans to invest Rs 15 crore in new programming.

The focus will be on interactive, music-based prime-time programming. The channel will air road shows and events in special programmes. But unlike MTV and Channel V, the focus will be on non-metros. "Our strength will be in smaller towns. We arepositioned as a mass family entertainment music channel," said Radhakrishnan.

Colgate Pop Box, a people's reaction show, will go to B and C classified towns like Aligarh, Agra and Simla. The World Premiere show, a single song capsule from the latest releases, will air 12 times a day. Besides, the channel will have dial-in and request shows. Another innovative programme: `The Cookery Show' which will be hosted by the lead pair of the popular television serial `Amanat'. "The pair will reflect an attitude. Behind the backdrop of cooking, songs will be played," said Radhakrishnan.

ETN is also in the process of recruiting two VJs to take the total tally to five. "But it will be more music and less talk," Radhakrishnan said.Though ETN is now playing back-to-back music compilations, the channel plans to invest in packaged shows. However, the focus will be to appeal to viewers across all socio-economic strata and cultural values.

Kohli, Shah and Radhakrishnan had acquired the ATN brand from Siddharth Srivastavaon a payment of Rs 1.5 crore. This was, however, subject to various litigation clearances which had plagued ATN. Srivastava was also involved in a legal battle with the Lalit Modi group. The Modis had attached the brand in the court to recover Rs 11 crore from Srivastava.

ETN has already attracted advertisers like Colgate, Coca-Cola, Thums Up and Rasna. According to INTAM data, ATN has a wider channel reach than the Zee Network's Music Asia. For the period April 29-May 30, 1999, the channel reach of ATN (3 minutes consecutive) in 15 cities was 41.42 per cent, as against Music Asia's 38.93 per cent. MTV and Channel V, however, were higher at 46.94 per cent and 44.06 per cent, respectively.

"ATN has a loyal viewership. With the new shows, we hope to increase our channel reach," said Radhakrishnan.

ATN, however, has been popularly known as an `on-the-air' and `off-the-air' channel. ETN's main task will be to get rid of that image before advertisers start to pin their faith on the channel.