Indian market has been ignored till now by the national news channels. This is probably why regional channels are more popular in the states of South India.
NDTV 24x7 now hopes to bridge this gap with its southern edition. The channel has a special bulletin at 7.30pm covering local news. For now, this service, which uses Opt-Out technology, will be available to viewers in three states, Tamil Nadu, Karnataka and Kerala. "The service will be extended to Andhra Pradesh very soon," the channel states in an official communiqué.
Opt-Out technology is commonly used by terrestrial television broadcasters to switch local networks on and off. But this is the first time in India that a satellite channel is using similar technology. This implies that NDTV 24x7's southern edition will be available only to viewers in the four states of Tamil Nadu, Karnataka, Kerala and, eventually, Andhra Pradesh.
The group plans to use similar technology for its other channels, NDTV Profit and NDTV India. It also plans to expand the use of Opt-Out technology to other regions. This will prove crucial in NDTV winning a share of the regional channels' viewership.
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