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Interview with B4U’s chief executive Sunil Rohra

B4U's global chief executive Sunil Rohra
B4U's global chief executive Sunil Rohra

B4U Network has been broadcasting successfully for over 14 years now, how has the journey been?
A wonderful journey. Since Launching both B4U Movies and B4U Music in 1999, we are now the foremost Asian channel to pioneer the Bollywood genre not only in the U.K, but worldwide. However it does not stop there, over the years B4U has expanded into specialist areas of the entertainment industry, creating a stronger, more prominent brand. The journey has been a rollercoaster ride, rewarding, challenging but commendable. As we evolve and grow we become more innovative, creative and exciting.

The UK market has become quite saturated with the amount of free channels, what’s your take on this?
It is great how there are now many more free channels that now exists, There was a time when Asian TV was only available via subscription and when choice was limited. Now there are a large number of free channels that cater to different audiences.

B4U was the first network in the UK to launch a completely dedicated movies channel and a music channel, others have followed since, how have you maintained to stay different?
B4U has maintained its ethos ��� We are Bollywood. When our viewers tune in they know what to expect, we bring them their favourite movies, music and star studded interviews. We have stuck to our agenda, and in turn we are the primary network for Bollywood.

What has been B4U’s biggest test since it launched in 1999?
I guess it would be the fact that we have stood strong and grown in what is a very competitive market. Today we are in over 125 countries and going by the feedback that pours in globally we have, I believe, delivered the message that we set out to give 14 years ago.

[quote]It�۪s been a challenging but exciting task, as you mentioned our red and white B4U logo has been a part of our brand since we launched so this was a big decision[end_quote]

B4U Movies on Sky Digital is a part of the VIEWASIA pack, however, with other channels departing from the pack, any plans of you going solo or are you happy being a part of it?
As things stand today we are happy with our association with VIEWASIA.

B4U Movies has recently acquired the Yash Raj Films catalogue from Sony Entertainment Television Asia and movies from ZEE Network’s library, have you got plans to show more exclusive premieres, which you were known for before?
Absolutely. The new logo and new look is just the beginning. We have some grand plans in the coming months, so watch this space!

B4U Music is the only Bollywood music playlist channel in the UK, with others concentrating on Bollywood magazine shows, any plans of a change?
We are planning to launch more programming, and Bollywood related shows. The programming we do now is very popular amongst our viewers. Shows like Bollywood Minute, Curry On and Achievers have brought something fresh and different to Asian broadcasting.

Your B4U Magazine seems to be doing well, what plans have you got for this?
The response to Bollywood Glitz has been overwhelming. Since launching over 4 years ago we have become one of the most prominent Bollywood print publications. We also have the Bollywood Glitz show on air, where we discuss the biggest Bollywood news.

B4U revamp with new logos
B4U revamp sees new logos for Music and Movies

B4U Network has this week made its biggest ever revamp on-screen. Changing a logo of a popular brand is a huge task, what made you do this after the famous ‘B4U’ viewers recognise your channels with?
We are extremely thrilled to unveil our brand new logo. It�۪s been a challenging but exciting task, as you mentioned our red and white B4U logo has been a part of our brand since we launched so this was a big decision. However in the world of television and entertainment it is important to constantly evolve and keep fresh and change always comes bearing gifts!

What was the thought behind the new graphics? What do they signify?
We have gone for a very striking look, a lot more animated then our past logo. B4U Music has adopted a neon glow to represent its electrifying, funky and entertaining content and B4U Movies is a more metallic, filmic look.

Will viewers be seeing more than just the graphics changing on both channels, such as new shows and films?
That’s right. As I mentioned in your earlier question there is lot that we are working on.

What programme plans have you got for the festive period that viewers can look forward to?
We have some great movies and music that we have lined up for the festive season.

Last words…
We are delighted with the rebranding of B4U, it�۪s been a journey full of creative choices which have gone beyond the logos and graphics, with new content too. We are certain that this new look will be a new chapter for B4U, and one that will definitely please our viewers.