NDTV Good Times aims for deeper penetration in Africa

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | March 30, 2012
The channel is all set to get into a strategic partnership with A24 Media, the Africa-based online platform, for content distribution.

NDTV Good Times, the lifestyle channel offering of the NDTV Group, is all set to sign a strategic partnership deal with A24 Media, the Africa-based online platform, for distribution of content. The channel will share important programmes with A24, which will carry the programmes for a service charge.

A24 Media is a strategic consolidator of various kinds of content in the African market. The online platform also has partnership deals with BBC and CNN International for news content in Africa.

Salim Amin

Asif Sheikh

Atul Seth

Earlier, NDTV had signed a content partnership with South Africa-based local channel, Saffron TV, for its news channel, NDTV 24x7. The content sharing tie up with A24 Media is seen as a step to get a tighter grip over the African television market.

NDTV Good Times will share its popular properties such as Guilt Free, Nirvana Travels and Highway on My Plate with A24 Media. As of now, the shared content comprises about 2,000 hours of programming.

Salim Amin, chairman, A24 Media hails the partnership, describing NDTV's programming as "rich and entertaining shows that Africans will enjoy from the first viewing". He adds, "Never before have Africans had so many choices on their televisions in the lifestyle section."

Asif Sheikh, CEO, A24 Media, says, "NDTV Lifestyle is providing quality options that are expected to bring smart broadcasters an opportunity to dominate viewership in their markets."

Atul Seth, vice-president, development, NDTV Lifestyle, says, "The African television market is growing. It is an emerging market with a lot of opportunities in the near future. A24 has an acute penetration in the African market and hence, households. After reaching the South African viewers, we were looking forward for an experienced and established partner to make inroads in Africa, as a whole.

NDTV Good Times will share content which is fresh and compelling to our global audience. Our partnership with A24 Media is a part of our commitment to take the channel to audiences across geographies. We are confident that our viewers in Africa will enjoy our award-winning shows."

A24 Media is known for the range of content it represents, from documentaries and news programmes to Nigerian movies and talk shows. NDTV will partner it mainly in the catalogue programmes. The channel claims that it will add a lot of value to the online platform and vice-versa.

For the records, NDTV Good Times is the flagship channel of NDTV Lifestyle, a part of the NDTV Group. Launched in September 2007, NDTV Good Times has won programming awards at the Indian Television Academy Awards, Indian Telly Awards and World Media Festival for key shows and interstitials such as Highway on My Plate, No Big Deal and Making of the Kingfisher Calendar. The channel was adjudged the 'Best Fashion & Lifestyle Channel' at the ITA (Indian Television Academy) Awards for the last two consecutive years. The target group for the Indian channel is well travelled, cosmopolitan viewers who live in style, adore fashion and are adventurous about food and travel.

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