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Shakti Extratainment, an IPTV channel, was
launched in Chennai on July 4, 2007, with N Ram,
editor-in-chief, The Hindu, inaugurating its festival. Eminent
film director K Balachander chaired the function, while M Murali,
managing director, Sri Krishna Sweets, and flute maestro N
Ramani were the guests of honour.
The 2-day Bani Festival showcased some of the
acclaimed classical performers in the country such as T V
Shankaranarayanan, P Unnikrishnan, Rama Ravi, Lalgudi Krishnan
and Vijayalakshmi and Trichur Ramachandran. It also provided
visibility to upcoming talents, Master Vishaal Sapuram (from
Austin, US), Anahita-Apoorva sisters and Master Ashwin Sridhar,
whose maiden concert flagged off the festival.
Shakti Extratainment had a launch in the San
Jose Bay Area, California, on June 30, with a special video
demonstration of the IPTV set top box and some of the channel's
programmes, followed by a live violin duo concert by two budding
global Indian talents, Keshav and Govind Raghavan. The channel w
as online for viewers in US earlier this year and will be
available in other countries in various platforms in due course,
said its founder 'Chitravina' Ravikiran.
IPTV Access and Advantages: The channel
offers shows on a 'Watch at Will' basis, through a special IPTV
set top box of its platform partner, Verismo Networks. This box,
available in the US initially and in due course to those in
other parts of the world, enables viewers to use their existing
Broadband connection and download programmes directly to their
televisions, as opposed to PCs.
People can choose what to view and when,
rather than rely on a channel's programming schedules, using a
superior technology that offers higher than DVD quality
resolution, with DRM encryption to protect content providers and
artistes against piracy. While most programmes will be available
on Shakti Extratainment at nominal costs for a 10-day access,
select programmes will also be exclusively available for a
one-year access on Shakti Extratainment Plus. The company
intends to soon telecast on other platforms like Broadband TV
and hand-held devices.
The best of India's classical and
contemporary culture will be showcased in a manner relevant to
resident & global Indians and attractive to non-Indians.
Ravikiran said, "Shakti is not merely an entertainment channel -
it is more about extratainment for extra-attainment. We
endeavour to create a balance between the traditional and the
contemporary, the emotional and the intellectual. We have
created our Extratainment package based on a 7-E formula of
Excitement, Education, Excellence, Environment, Enterprise,
Encouragement and Elevation."
It will also offer educational programmes
besides Carnatic music lessons. "But there is more," says
Bhargavi, vice-president, Content. "We have also initiated a
unique series called 'Learn from the Composer' flagged off by
renowned contemporary composer Tanjavur Shankara Iyer, who
teaches his own compositions and explains his concepts on how to
render them."
R Rangaraj
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