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.
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