Meanwhile, ETN aims to have 14 new shows in the next few weeks and has plans to invest over Rs 15 crore in new programming. The music industry is strongly backing the channel, thus bringing quality software to viewers. The motto of the channel is "more music less talk" and accordingly will be focussing on interactive, music-based prime-time programming. The channel will air road shows and events and special programmes. For example Colgate Meri Jaan Hindustan, a road show, will go to "B" and "C" class towns like Aligarh, Agra and Simla, unlike other channels who focus mostly on metro markets.