NDTV Good Times is one of the leading channels in the lifestyle genre in the country. The channel has taken its branding beyond television with its annual property NDTV Good Times Lifestyle Awards, which recognises the best brands in the travel, fashion, home, wellness and luxury space.
Shibani Sharma Khanna, Channel Director, NDTV Good Times and Creative Head, NDTV Lifestyle has been looking after operations, creative, programming and exploring marketing initiatives for the channel. In conversation with exchange4media, Khanna speaks about the NDTV Good Times Lifestyle Awards, future of lifestyle genre in India, digitisation and more…
What is the objective behind the NDTV Good Times Lifestyle Awards?
NDTV Good Times has taken this initiative to award the who’s who in the lifestyle space in India. These awards will be a celebration of the modern Indian lifestyle and will recognise iconic brands from the fields of travel, fashion, home, wellness and luxury, which have managed to create a lasting impression on Indian lifestyle. The NDTV Good Times Lifestyle Awards is an experiential afternoon to raise a toast to the finer things in life.
To make the awards credible, we have put together a high-powered jury with a host of lifestyle icons and experts. Sabyasachi Mukherjee, Gautam Singhania, Alex Kuruvilla, Vir Sanghvi, Suhel Seth, Smeeta Chakrabarti, Sanjay Kapoor and Raseel Gujral will discuss and deliberate on the brands, icons and trends that make Indian lifestyle what it is today.
How do you plan to promote these Awards, and what leverage will NDTV Good Times get out of it?
As with all our promotional initiatives, the endeavour has always been to reach out to multiple stakeholders across touch points, and the Lifestyle Awards are no different. While the focus is on trade and advertiser communities, we have put in place an integrated communication campaign across print, TV, OOH, social media and on-ground alliances for our viewer choice category. As the pioneers of lifestyle entertainment in India, it was only natural that after recognising achievements in the food and technology space, we set the standard for excellence in lifestyle as well.
What are key focus areas of NDTV Good Times for 2013?
Even as we consolidate our position as the only channel to deliver quality Indian lifestyle programming centred on the mantra of ‘Living the Good Times’, we are looking closely at delivering a content experience across consumer touch points, be it through clutter breaking formats and ideas on air, experiential on-ground initiatives, content marketing online and innovative brand extensions.
How has digitisation helped NDTV Good Times? What changes have you witnessed till now?
There has been a fair amount of volatility in the genre at the macro level, and we foresee consolidation taking place in the wake of digitisation on the back of clear and unique positioning of each player. At NDTV Good Times, we are confident of showcasing relevant and meaningful content to our discerning viewers in 2013.
What are your expectations from Phase II of digitisation? Do you see any roadblocks?
We see digitisation as a positive step towards ensuring a better experience for all stakeholders – consumers, broadcasters as well as advertisers. We have been conscious of these macro and environmental developments, and our endeavour has been to ensure that as multi-platform content creators, we are ahead of the curve when it comes to delivering the Good Times experience to our consumers and advertisers. While the exact extent and degree of the impact on viewership remains to be seen, we are confident that this is a step forward in the right direction.