Mumbai: 

Yeh Dosti: Anuradha Prasad and Rajiv Shukla

Shah Rukh Khan is turning his friendship with Rajiv Shukla into a professional relationship.

Baaton-baaton mein

Sources reveal that Khan is in talks with BAG chief Anuradha Prasad who runs the entertainment channel E24 and also happens to be Shukla's wife.

Shah Rukh has been a close friend with both Rajiv and Anuradha for the last few years and his decision to join hands with their production house is the outcome of long deliberation and debates.

It is learnt that Red Chillies will now venture out into television content providing and explore reality and drama based shows on E24.

A source reveals, "Shah Rukh is planning to produce not just films but also TV shows. After having dabbled with the medium over the last few years, he's learnt a lot about the dynamics of how television works. He had even discussed different ideas with Prasad during his trips to Delhi. It was Anuradha and Rajiv's backing that convinced Shah Rukh to venture into TV production."

Apparently, Shah Rukh will not only produce shows but also be a part of them. "Gauri is set to make her television debut with a chat show. Twinkle Khanna is in talks for a makeover show. Anuradha Prasad too is taking a keen interest in Shah Rukh's venture and they've been discussing various ideas over the last few months."

Glam stakes

E24 comes under BAG Glamour, which handles the non-news content for the production house. Apparently, Shah Rukh and Gauri invested in a 10 per cent stake in BAG Glamour last year, cementing their ties with the media house. The Red Chillies tie-up with E24 will produce everything from reality shows to game shows and incorporate elements of Bollywood into it.

Anuradha Prasad confirms, "Yes Shah Rukh is a great brand vaue to work with. We will be working with Red Chillies on various concepts."