Approach Entertainment has roped in veteran film journalist Ashish Mitra as a Consulting Editor for its soon to be launched Entertainment newswire, Approach Bollywood. Having an experience of over 27 years, Mitra has been associated with publications like Super Cinema, Complete Cinema, Screen, once termed as Encyclopedia of the film industry of India and portals like Indian Television.com, Bollywood Hungama among others.
Approach Entertainment has recently announced the launch of Approach Bollywood, a newswire service that will create and disseminate multimedia content for newspapers, magazines, TV channels, radio, apps and all digital exposures. Approach Bollywood will also launch its own app for the smartphone users to quickly get updated on the happenings from the world of the entertainment business with just a click.
While in Screen, Mitra broke many stories. Like before the story was published, everyone had a different idea of Bhojpuri films, but after the double page story was published in the Indian Express publication, people came to know that Bhojpuri films mainly featured family-based sagas and never indulged in sex-based stories. For this, Mitra got many accolades both from people of Bollywood and Bhojpuri film industry too.
Among other news, Mitra featured interviews of Amitabh Bachchan, Rehana Sultan, Asha Parekh, Nanda, , Salman Khan, veteran actress Shammi among many others.Among other features, Mitra featured people from the VFX industry discussing the use of several technologies in technology-based films, the studios hands, extras,
dancers, fighters, fight masters among many others. His story titled ‘It’s dark below the glitter’ drew a round of applause from the film industry.
Commenting on the said appointment, Approach Entertainment, founder, Sonu Tyagi said, “I am very happy to have appointed Mr. Mitra as a Consulting Editor for Approach Bollywood. I am sure that Mr. Mitra, who has a vast experience in the field of Entertainment journalism, would be of immense help in the further growth of my company. I wish him all the best.”
In today’s time, entertainment is one of the most-read genres which means there is a hunger for more content. But given the digital age, credibility has been in question. Access to big names in the industry will enable Approach Bollywood to stay true to honest journalistic practices.
Approach Bollywood will delve into business side of Films, TV, OTT, music & entertainment industry. It will include an in-depth analysis of the trends in the industry and how it impacts everyone involved. It will be a hub for all media outlets for content that will whet the appetite of not only the crazy movie-buffs, but also the films & entertainment industry in question as well. The celebrity management wing of Approach Entertainment guarantees that it has access to all stars which in turn guarantees authentic industry coverage. 
Approach Bollywood is also planning to organize Film & Entertainment industry related business events. The newswire will also explore branded content production with Celebrities and Bollywood personalities and will bring its own shows on TV & Digital channels.
Approach Entertainment is part of India’s Leading PR & Marketing Communications group, Approach Communications. Approach Entertainment is India’s leading and Award-winning Celebrity Management and Films Productions Company with its Head Office in Mumbai and branch offices in New Delhi, Gurugram, Goa & Jalandhar. It is headed by award-winning writer / director Sonu Tyagi who has his background in Journalism and Advertising.
The company is now also foraying into Bollywood Film & Web series Productions with its first Hindi film project soon. The company will be announcing the film project soon and the work is already going on the script and pre-production. The fast-growing Celebrity Management and entertainment marketing company also bagged “The Bizz India 2010 Award” in the Entrepreneurial category given by the World Confederation of Business.
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