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Let the jolly good times roll

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well begun Vijay Malaya and Pranoy Roy
well begun Vijay Malaya and Pranoy Roy

NDTV’s new lifestyle channel

With a clutter of channels, specialisation seems the way forward.

Targeting a niche audience, NDTV recently announced the launch of its lifestyle channel, NDTV Good Times, at Tabula Rasa in New Delhi.

It has come together with the UB Group-owned Kingfisher brand for the promotion of this new channel. The alliance is made evident with the presence of the blue and orange kingfisher crowning the channel’s logo.

With its headquarters in Delhi, this free-to-air channel can be seen starting this Friday.

Narayan Rao, Group CEO, NDTV, asserted that NDTV will exercise all editorial authority in the new channel. It provides a wide range of aspirational lifestyle programming, which includes health, fashion, food, travel and luxury. Aiming to provide wholesome infotainment, the channel includes programmes on parenting, yoga and even pet care. With young, affluent Indians spending more, its target is the global urban Indian.

Smeeta Chakrabarti, CEO, NDTV Lifestyle, pointed out that with an increase in mobile incomes and global awareness, the need for a lifestyle channel is urgent. While much of the content creation has been done in-house, 40 per cent of it has been outsourced to production houses like Miditech Private Limited and Camera Art Limited.

Asserting that this is not a celebrity rich channel, Chakrabarti, said, “We create our own celebrities,” referring to the in-house anchors.

The other familiar names include Rajat Kapoor, Manju Malhi, said to be Britain’s next Madhur Jaffrey, tech guru Rajiv Makhni and India’s iconic female bartender Shatbhi Basu.

It also brings to air a reality show, with the promise of moving away from the voyeuristic towards the good!

Vikram Chandra, CEO, NDTV Networks, believes that being a lifestyle channel will open up unique commercial opportunities, as the channel will now easily lend itself to particular ads.

Labelling the channel as “India’s first lifestyle channel”, Chakrabarti said that Good Times is different, because, “It is not page three. It is a about our lives. It is about the celebration of India’s urban lifestyle.”

Explaining Good Time’s evolution, Rao said the channel was being launched after a long “incubation” period. Plans to launch Good Times arose only after the success of lifestyle programming within NDTV 24x7.

NANDINI NAIR

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