Ramoji Rao is apparently planning to come out with a new entertainment channel soon. Industry sources say that the name 'ETV Plus' has been finalized for the new channel.

Although the ETV group has channels in many languages, it is ETV in Telugu that is the most profitable. The new channel would cater to entertainment lovers with a host of reality shows and serials.

Where ETV Plus would probably be on the back foot compared to other Telugu entertainment channels is in content acquisition of movies.

ETV has lagged behind MAA, ZEE or Gemini is in acquiring satellite rights of Telugu movies. But recently ETV experimented with a new format of revenue sharing on its channel whereby a movie would be aired on their network and the revenues would be shared between ETV and the producer.

ETV will probably continue with this approach for its new channel apart from buying content outright as well. It is also rumored that Tollywood producer KS Rama Rao would be partnering with ETV for the new channel.