NDTV, Kingfisher launch lifestyle channel, NDTV Good Times

By , agencyfaqs!, Mumbai | In Media Publishing | August 31, 2007
The channel will be free to air initially and available to viewers across India from September 7

NDTV and & #BANNER1 & # Kingfisher have announced the launch of their lifestyle channel, NDTV Good Times. The channel will be free to air initially and available to viewers across India from September 7.

The channel is targeted at viewers in the age group of 20-40 years, belonging to SEC A. Commenting on the development, Smeeta Chakrabarti, chief executive officer, NDTV Lifestyle, says, "India is young and has money to spend on a variety of luxury and lifestyle aspects. NDTV Good Times will cater to the needs of these young people with a host of features such as fitness, parenthood, marriage, travel and leisure."

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. Wh