NDTV has joined hands with Vijay Mallya’s Kingfisher to launch lifestyle channel ‘NDTV Good Times’. A free-to-air channel, NDTV Good Times will be available to viewers across India from September 7, 2007.
The channel will target a largely cosmopolitan, socially upbeat audience that lives in style and enjoys every moment of life. Among the various shows offered by the channel, there would be a wide range of aspirational lifestyle programming on health, fashion food, travel, luxury and more.
This is a first of its kind media alliance for the promotion of a new television channel in India. The announcement was made at a press conference jointly addressed by Pranoy Roy, Chairman, NDTV Ltd, and Vijay Mallya, Chairman, UB Group.
Interestingly, the channel logo features the ‘Good Times’ tagline of Kingfisher as well as the Kingfisher bird inside a red square box.
Speaking on the occasion, Roy said, “NDTV is proud to pioneer yet another step in Indian television history. Our new offering, NDTV Good Times, will leverage the NDTV Group’s proven programming and broadcasting skills in partnership with the Kingfisher brand. The strength of the Kingfisher brand, combined with NDTV’s depth, will give our new lifestyle channel a distinct edge.”
Commenting on Kingfisher’s brand association with NDTV, Mallya said, “The Kingfisher brand has come to epitomise a lifestyle that encompasses some of the finest things in life and is today synonymous with delivering a premium experience. The NDTV Good Times channel would leverage from the editorial credibility and quality of NDTV Group and strong lifestyle appeal of the Kingfisher brand to offer Indian viewers a world-class entertainment experience.”
When asked about the channel’s marketing plans, Smeeta Chakrabarti, CEO, NDTV Lifestyle, said, “We are looking for a 360-degree marketing plan with more emphasis on Internet and mobile. Apart from this, there would be a lot of outdoor campaigns, and this would be backed by major ground events at malls and other places. We would also have in-flight branding with Kingfisher Airlines, and will use the NDTV Network to promote the new channel.”
Some of the well-known personalities who will host shows on the new channel include actor Rajat Kapoor, TV chef Manju Malhi, who is said to be Britain’s new Madhur Jaffrey, tech guru Rajiv Makhni, cocktail specialist Shatbhi Basu, Arun Thapar of ‘Chupa Rustam’ fame and spa expert Devika Anand.