The E-NOW television channel in India has introduced a daily movie block titled “Timeless Dhamaka” featuring classic Bollywood films [1].
This programming shift aims to capture a specific afternoon audience by dedicating a consistent time slot to heritage cinema. By focusing on timeless entertainment, the network seeks to provide viewers with a predictable schedule for high-impact Bollywood content [2].
The new movie block is scheduled to air on weekdays [1]. The films will be broadcast starting at 2:30 PM local Indian time, the network said [1]. Shreya Srivastava serves as the host for the segment [1].
The initiative focuses on the "dhamaka," or explosive nature of classic Indian cinema, bringing together a variety of stars and stories from different eras of the industry [2]. By scheduling the block during the mid-afternoon, E-NOW positions the content to reach home viewers during a traditional lull in the broadcast day [2].
This addition to the E-NOW lineup reflects a broader trend in Indian media to leverage archival content to maintain viewership. The channel intends for the segment to serve as a regular destination for those seeking a curated selection of Bollywood's most enduring hits [2].
““Timeless Dhamaka” featuring classic Bollywood films”
The launch of a dedicated classic movie block suggests that E-NOW is attempting to monetize its content library by targeting nostalgic viewers and afternoon demographics. In a competitive Indian broadcast market, scheduling predictable, high-engagement blocks of legacy content can stabilize viewership ratings against the volatility of new, original programming.
