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 channelâs slogan is âEntertain and Delightâ, and the philosophy is âIf you can imagine, you can do; if you dream, you can becomeâ. The channelâs 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 Artâs âDharam Veerâ, which is designed as a half-hour show to be aired Monday to Friday. Hats Off Productionâs âJasuben Jayantilaal Joshi Ki Joint Familyâ is another half-hour daily from the channel, which will be aired Monday to Thursday. Another half hour five-day daily is Rashiriâs âMain Teri Parchhain Hoonâ.
The one-hour weeklies comprise âEk Packet Umeedâ, again from Hats Off Productions on Mondays; DJâs âRadhaa Ki Betiyaan Kuch Kar Dikhayengiâ on Tuesdays, and Sphere Originâs âRaajkumar Aaryyanâ on Wednesdays.
Two format shows that NDTV Imagine spoke of in this first line-up are âNachle Ve with Saroj Khanâ, which is a one-hour daily, and âDhoom Macha Deâ, 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, âFor the initial line-up, weâve 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.â
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.
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