NDTV has launched yet another English news channel ‘NDTV MetroNation’, which will cater to the audience in Delhi and NCR region. The channel would also cater to the local advertisers.
The need for a local channel emerged due to a demand for local information. In addition to this, market surveys conducted by NDTV showed that there was a growing urge from local advertisers to advertise their products and brands through a localised media. According to Dr Prannoy Roy, Chairman, NDTV, NDTV MetroNation fulfilled all these needs.
“The channel would be more a campaign channel for ‘fixing Delhi’. It would fight for issues like corruption and try to make Delhi a better place to live in,” added Dr Roy.
The channel would be different from other existing channels catering to Delhi and NCR in its format and the language. Besides, NDTV brings a high quality channel for the high-income group audience. The credibility and reliability factor is yet another quality that separates it from the rest, added Dr Roy.
Dr Roy said that the target group is all the English newspaper reading audience, primarily those in the age group of 18-45. He also said that there would be major web and mobile-based activities to reach to a larger mass. Plans are underway to come up with more such channels in the future, which would be separate in each metro city.
The 24-hour news channel would be available free-to-air and also on the DTH platform. “NDTV MetroNation would be a public guide to the city. Besides news and non-news programmes, it would also feature shows on Delhi's schools and colleges, as well as programmes on parenting, food, sports, lifestyle, entertainment and the youth. It is a young, progressive, proactive and opinionated channel,” said Suparna Singh, Managing Editor, NDTV MetroNation.
Commenting on the launch of the channel, K V L Narayan Rao, Group CEO, NDTV, said, “A Chinese wall separates the editorial and the commercial aspect of the channel. At NDTV, we would take care that the sanctity of the Chinese wall is kept intact, and that its commercial aspects do not guide the editorial decisions.”
“The channel would give more information to navigate life. The channel would provide a sense of being involved. There would be hard and soft news as well,” said Sanjay Nigam, CEO, NDTV MetroNation.
Nigam has recently joined NDTV from TV Today Network Pvt. Ltd where he left as Executive Producer, and was with the organisation for five years. He has a total experience of more than 17 years, which includes stints in DD News and Business India Television (BITV).
This is for the first time that a channel will operate out of the ‘MetroNation Bus’ instead of a conventional studio. The giant customised all-glass MetroNation Bus will move across the city to bring live coverage from different part of Delhi to its audience. The strength of the new channel is 125 personnels and caters to the younger generation.
A fleet of ‘MetroNation Taxis’ equipped with cameras would move around the city to
interact with people to gather their opinions that will be broadcast Live on the channel. The channel will also provide Live feeds of traffic reports every 20 minutes, with the help of the dedicated ‘MetroNation Chopper’ that would shoot aerial photographs of the key parts of the city.