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Tuesday, March 18, 2014

Priyanka Chopra Launched NDTV Prime India’s First Dual Strategy Channel

NDTV network launched another channel by the name NDTV Prime. It is an infotainment and entertainment hybrid channel and is part of the network’s dual channel or split channel strategy. NDTV Prime will replace its business news channel NDTV Profit from 6 pm onwards every weekday. Viewers will get to watch NDTV Prime 24x7 over the weekends.

The new channel will includes some existing programmes from NDTV Profit and as well as fresh programming. Shows can be seen around property, education, automobiles and technology in the infotainment bands whereas a Bollywood talent show and a standup comedy show could be seen in the entertainment band.

The Co-Chairperson of NDTV Pranoy Roy said that during the market hours business news channels get higher viewership but in the evenings entertainment channels have more viewership, so through this strategy we’ll be able to capture both these audiences with NDTV Profit and NDTV Prime thus expanding our audience.

Initially the weekends will show repeats of the fresh content aired during the week and later on it will have new shows which will include a new programme on advertising named All About Ads.

The new channel has been sponsored by Micromax and each band (barring the comedy and the movie band) has individual sponsors. Consequently after three year partnership with Micromax, the logo of NDTV Prime is fashioned after the Micromax logo ‘m’. Hyundai, Mercedes Benz, Datsun, LIC, VLCC, Mobil,  MRF and Videocon d2h are some other sponsors of the channel.

The co-founder of Micromax Rahul Sharma said that we are seeing a trend for greater consumption of high quality content among the viewers with digitization and advancement of technology. The new channel provides a perfect opportunity for Micromax to reach out to advanced viewers through new programming on sports, lifestyle, property, automobiles, gadgets & gizmos, music, reality and comedy which are showing increasing acceptance among Indian viewers.

NDTV Profit has also partnered with the National Stock Exchange. The new logo of NDTV Profit will include the line “Powered by NSE”. The stock exchange members will visit the channel and provide insight into the developments of the day as knowledge partners to the channel.

NDTV had earlier moved the channel NDTV Profit from Mumbai to Delhi and also reduced staff to cut costs. The company was bearing loss of Rs 40 Crore recently but with the introduction of this dual strategy it expects the losses to come down to Rs 19 crore for FY 14.

Actress Priyanka Chopra launched the new channel. Bollywood Actor Shah Rukh Khan also endorsed the channel. He will feature their television, outdoor and print campaign and will be seen in two avatars one serious for NDTV Profit and another relaxed NDTV Prime. The dual channel has the tagline ‘Work Hard, Play hard’.



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