NDTV’s entertainment venture NDTV Imagine is all set to be launched by the end of December this year. A subsidiary of NDTV Networks Plc, NDTV Imagine will comprise a Hindi mass entertainment channel, and filmmaker Karan Johar is a partner in the venture. The channel will have an investment outlay of $106 million. The channel hasn’t yet been named.
NDTV Imagine is also launching a Hindi movie channel that is slated to be launched by August 2008, as also an English entertainment channel, which is slated to launch by end of 2008.
Sameer Nair, CEO, NDTV Imagine, will spearhead the group’s foray into the entertainment space. He said, “I am honoured to be a part of the well-respected media group. The market has seen some shifting sands in the recent months, and both the environment and the audience are ready for a change. I am in the process of putting together a team of young people. It’s a great opportunity and a challenge for me.”
Dr Prannoy Roy, Chairman, NDTV, said, “It was a dream for us to start a Hindi mass entertainment channel. Sameer is not just an outstanding leader, but also brings with him a creative genius that has transformed mass entertainment in the country. On the other hand, Karan Johar will work with us closely to build new ideas and concepts, along with doing a few shows for the channel.”
“As a filmmaker, imagination and entertainment are vital. I will be doing a show for NDTV Imagine’s Hindi entertainment channel, but it will not be similar to ‘Koffee with Karan’. It will be on a different format,” Johar said.
According to Nair, “Post the launch of the Hindi channel, we are targetting to be then number one Hindi mass entertainment channel. We are in talks with major producers like Ekta Kapoor, Dharma Productions, Endemol and Synergy for the programming. We are working with Karan on various concepts and ideas. We will have soap operas, games shows, media personalities shows, singing competitions, etc. We are also targetting an entertainment slot for a younger age group of six to 16.”