Variety is the keyword for NDTV Imagine

NDTV Imagine has announced eight daily shows in the primetime slot and will reveal the weekend slot at a later point

NDTV Imagine, the new general entertainment channel (GEC) from the NDTV Group, has announced the kind of content it is looking to offer its audiences. The channel will go on air by mid-January 2008.

When asked how different the content of the channel is from existing GECs, Shailja Kejriwal, executive vice-president, content, NDTV Imagine, says, “We are not trying to be drastically different or fight with the existing GECs. What we have decided is to provide entertainment to all ages and genders, rather than concentrating largely on the female audience. Because most of the homes in India are still single TV homes, we have not tried to address a particular section of the audience, but have designed content that will bring the entire family together and will have something specific for each one of them. Therefore, the positioning of our GEC will not be the ‘saas-bahu’ types; the programmes will have variety that will cater to audiences across all demographics.”

Shailja Kejriwal

Manoj Vidwans

Currently, NDTV Imagine has announced eight daily shows in the primetime slot and said that it will reveal the weekend slots later. In line with the mass entertainment focus of the channel, the position line is simple: ‘Entertain and Delight’. The branding and logo for the channel has been created by a US based ad agency called TAG. Individual programmes for the channel in India will be promoted by McCann-Erickson. The logo of the channel has the ‘Imagine’ font sandwiched between two rows of three yellow cubes.

Manoj Vidwans, executive vice-president, research marketing and communication, NDTV Imagine, explains that yellow is the colour of the Sun and defines positive energy, brightness and freshness. The square cubes represent the building blocks of the entertainment content.

Film producer and director Karan Johar, who has made various family films, has been chosen to be the brand ambassador for the channel. According to Vidwans, Johar, with his film background, appeals to masses across all demographics and is very suitable to be the brand ambassador for the channel.

The cinema promo for the channel broke a couple of weeks ago and ran along with eagerly awaited films such as ‘Saawariya’ and ‘Om Shanti Om’ across 150 screens in Mumbai and New Delhi. The advertising campaign highlighting the branding and programming content will break in a month’s time.

NDTV Imagine is looking to reach out to multiple touch points in 55-60 metros and mini-metros across the country through its advertising. The media mix will include television, print, outdoor, radio, Internet, mobile, direct marketing, on ground promotions and other innovative activities.

The channel will offer programming across genres, ranging from light-hearted family soaps to period dramas, and from music and dance entertainers to glamorous events in the entertainment business.

The channels’ production partners include Sagar Arts, Hats Off Productions, Rajshri Films, SOL, Sphere Origins, Endemol India, Synergy Adlabs and DJ’s A Creative Unit.

The eight programmes announced by the channel include ‘Dharam Veer’ (a period adventure), ‘Ek Packet Umeed’ (drama), ‘Jasuben Jayantilaal Joshi Ki Joint Family’ (a light-hearted drama), ‘Radhaa Ki Betiyaan Kuch Kar Dikhayengi’ (drama), ‘Raajkumar Aaryyan’ (a fantasy love story), ‘Main Teri Parchhain Hoon’ (drama), ‘Dhoom Macha De’ (a musical extravaganza where professional singers such as Anaida, Baba Sehgal, Babul Supriyo, Devang Patel, Jaspinder Nirula, Jassi and Kamaal Khan will compete against each other) and ‘Nachle Ve With Saroj Khan’ (a dance based programme).

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