NDTV Good Times: A new lifestyle channel

On Wednesday, 30th.August.2007, NDTV announced the launch of its new channel 'NDTV Good Times'. It will be a free to air channel from September 7.

It's India's first Lifestyle Channel targeting the global, urban India. The channel is a tie up between NDTV and the Kingfisher brand and hopes to leverage NDTV's broadcasting and programming expertise with Kingfisher's lifestyle appeal.

The channel will have wide range of shows on health, food, fitness, leisure, fashion, travel, technology besides shows on relationships and family. The channel is targeted at viewers in the age group of 20-40 years, belonging to SEC A.The channel is in English and it is positioned as an aspirational product for viewers. It will mould programming specific to the Indian context. It claims to have at least 50-60 programmes per week to cater to the taste of its target audience. The genres include food, late night chat shows, relationships, travelling, cooking, tech and gadget shows, Indian weddings, parenting, pet care, parties, health and wellness and fashion cars and motor bikes.

Some of the well-known personalities who will host shows on the channel include actor Rajat Kapoor, TV chef Manju Malhi, who is said to be Britain’s new Madhur Jaffrey, tech guru Rajiv Makhni, cocktail specialist Shatbhi Basu, Arun Thapar of ‘Chupa Rustam’ fame and spa expert Devika Anand.

The logo of the channel has ‘NDTV Good Times’ written inside a square, red box, with the UB Group’s Kingfisher bird woven in on the top left corner.

Equus Red Cell is promoting the channel in the media. The promos for the channel are already running on NDTV network channels such as NDTV 24x7, NDTV India and NDTV Profit. Apart from television, NDTV Good Times is looking at innovations in outdoor advertising, print, event promotions and very largely through the Internet and mobile media.

Compiled by:
Saurav Chakraborty

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