NDTV Imagine, which is targeting a January 2008 launch, has unveiled its first content line-up. The channel is clearly targeted at the entire television viewing audiences, from ages 6 to 60, across all demographics.
The look of the channel attempts at a freshness with the combination of animation and graphics on live action. Abhijeet Mitra is the creator of this look. The channel’s slogan is ‘Entertain and Delight’, and the philosophy is ‘If you can imagine, you can do; if you dream, you can become’. The channel’s look, by way of the play with its logo, channel IDs and channel promos, attempts to capture this philosophy.
The content line-up is a mix of drama and format shows. Sameer Nair, CEO, NDTV Imagine Ltd, has informed that the channel would be working with international production companies as well, but in the present line-up, only the Indian production houses were announced. The scheduling of these shows reminds one of the Star Plus scheduling, which was a mix of one-hour weeklies and half-hour dailies.
One of the most interesting shows from the channel is Sagar Art’s ‘Dharam Veer’, which is designed as a half-hour show to be aired Monday to Friday. Hats Off Production’s ‘Jasuben Jayantilaal Joshi Ki Joint Family’ is another half-hour daily from the channel, which will be aired Monday to Thursday. Another half hour five-day daily is Rashiri’s ‘Main Teri Parchhain Hoon’.
The one-hour weeklies comprise ‘Ek Packet Umeed’, again from Hats Off Productions on Mondays; DJ’s ‘Radhaa Ki Betiyaan Kuch Kar Dikhayengi’ on Tuesdays, and Sphere Origin’s ‘Raajkumar Aaryyan’ on Wednesdays.
Two format shows that NDTV Imagine spoke of in this first line-up are ‘Nachle Ve with Saroj Khan’, which is a one-hour daily, and ‘Dhoom Macha De’, which is a bi-weekly one-hour show. The singing talents that the show features include Anaida, Baba Sehgal, Babul Supriyo, Devang Patel, Jaspinder Nirula, Jassi, Kamaal Khan, Richa Sharma, Sapna Awasthi, Suneeta Rao and Taz. Hosted by Malaika Arora Khan, this show promises unrivalled entertainment. SOL is the production house for both these shows.
Some other production partners that the channel is working with include Endemol India, Synergy Adlabs, Balaji Telefilms and FOX Productions, among others. When asked bout how the channel would ensure differentiation in its programming, with the same production houses across channels, Shailja Kejriwal, EVP, Content, NDTV Imagine, explained, “For the initial line-up, we’ve had the time to think and re-think and we have even created programming for six to nine months for some shows, and that is a great lead time.”
Both Nair and Kejriwal are clear that the point of differentiation was not to be different for the sake of it. The offering had to be familiar to the audiences as well for building the connect with the viewer.