NDTV 24X7 has introduced a new daily news programme ‘Southern Edition’ for its viewers down South. The channel will use the ‘Opt-Out’ telecast technology to air this programme. Starting June 12, viewers in Tamil Nadu, Karnataka and Kerala can watch region specific news and programmes. The southern specific telecast will be extended to Andhra Pradesh soon.
NDTV has become the first broadcaster in India to bring this world class broadcast technology offering region specific programming for its viewers. Opt-Out technology makes it possible for region specific news to be telecast while the rest of the country continues to watch the national telecast.
Announcing the launch of the Opt-Out telecast, Sonia Singh, Managing Editor, NDTV 24X7, said, “NDTV has been a pioneer in bringing broadcasting innovation and providing quality programming to its viewers. The Opt-Out telecast will ensure that our discerning viewers across the country get programming that is relevant to the regional surroundings. Starting with ‘Southern Edition’ on NDTV 24X7, we will carry news that is Southern region specific and will also continue to provide national news perspective.”
‘Southern Edition’ will be on air on weekdays at 7.30 pm. With the use of Opt-Out technology, viewers in these states will be able to watch news that highlight key developments in the region and bring focus to the issues that are relevant to the people of these states. On weekends, NDTV 24x7 will bring a bouquet of special programmes for viewers of these states.
NDTV plans to expand reach of its Opt-Out programming to cover other states and expand the region specific telecast across all the three channels, NDTV 24X7, NDTV India and NDTV Profit, in the near future.
The entire process of Opt-Out programming is done automatically through the satellite without any physical intervention. The set-up involves individual boxes that are programmed to receive and switch frequency at the desired time to Opt-Out of the regular feed and again switch back to the main channel feed when the Opt-Out is over, with a two-second changeover between the switch.
The Opt-Out telecasts are common in terrestrial networks where the local station replaces the national beam with a local broadcast, but very few satellite broadcasters have carried out this kind of programming.