Lifestyle channel NDTV Good Times is on aggressive mode for the year ahead. To attract cross section of viewers, the channel is planning various initiatives for better content and beefing up marketing and distribution activities. This apart, group is also considering to launch a new lifestyle channel ‘at a later stage’.
Speaking with exchange4media, Smeeta Chakrabarti, CEO, NDTV Good Times, said, “At a later stage, we may also consider launching a new channel in the lifestyle space. At an overall level, NDTV Lifestyle intends to capture the lifestyle in India, across social strata and age segments.”
She also added, “This year, we will also focus on enhancing our distribution so as to be able to expand our reach. This year, we also intend to beef up our B2B marketing.”
Recently, NDTV Good Times came up with few new shows to attract a cross-section of audience. Speaking on the new show – India’s Most Haunted - dedicated to demystifying the Paranormal, Chakrabarti said, “The idea was to create a supernatural related show on TV which is realistic and not sensational. Our hit anchors – Rocky and Mayur- are genuine ‘ghost hunters’ who have been studying the supernatural phenomena for the past 20 years. They visit ostensibly haunted places and with the use of modern equipment attempt to ascertain whether there is indeed any supernatural activity in that locale.”
Further speaking on the content strategy of the channels she remarked that NDTV Good Times will continue to leverage its hit shows such as ‘Highway on My Plate’ and ‘Hunt for the Kingfisher Calendar Girl’. “We will also be launching a few big-ticket shows,” noted she.
Chakrabarti believed that in the lifestyle TV channel domain, a comprehensive lifestyle channel is difficult to put together. “I think most new entrants will prefer to focus on a niche segment of the lifestyle genre like food or travel,” she said.
While, NDTV Lifestyle will continue with its 360 degree marketing strategy – reaching viewers and potential viewers through a combination of traditional and new media, Chakrabarti believed, in lifestyle genre, targeted marketing is more effective instead of mass, across-the-board bombardment. “We intend to use focussed innovative marketing tactics,” concluded Chakrabarti.