MxMIndia

Tag: NDTV Lifestyle

  • Grasshoppers will manage all the mainline communication for the channel in order to reach out to its consumers across various touch-points

    Grasshoppers India to handle creative mandate for NDTV Good Times

    By A Correspondent

     

    NDTV Good Times has appointed Grasshoppers India as its creative agency. The agency’s mandate is to develop innovative and edgy communication that would create and maintain the channel’s image, which is young and Indian in the minds of socially upbeat, well-travelled, cosmopolitan viewers who want to live in style, admire fashion, are adventurous about food and travel and want more out of every moment in life.

     

    NDTV Good Times was launched in 2007 as the flagship channel of NDTV Lifestyle, which is a part of the NDTV Group. Over the last few years, the channel has redefined the lifestyle entertainment category codes with a lineup of shows that cover all aspects of lifestyle genre to portray and address an increasingly global India. With a focus on providing younger, edgier and more relevant Indian content; through its programming and communication the channel aims to reach out to its young and dynamic audience as their only lifestyle entertainment destination.

     

    Arati Singh

    The creative duties have been awarded to Grasshoppers following a multi-agency pitch in which three Delhi-based agencies participated. Speaking about the reasons for choosing Grasshoppers, Arati Singh, Channel Head, NDTV Good Times, said, “The work pitched was fresh, fun and unconventional. It was vibrant and young reflecting exactly what the channel is. The communication, as it was supposed to be, was crisp keeping in mind that it is the young, ambitious and daring Indian youth that it is targeted towards.”

     

    Grasshoppers will manage all the mainline communication for the channel in order to reach out to its consumers across various touch-points and promote everything that happens on the channel. The platforms that will be used during the campaign include advertisements, outdoor branding, radio jingles, OOH, online creatives and on-ground event collateral among other things.

     

    Arjun Banerjee

    Grasshoppers’ Director, Arjun Banerjee said, “Working for a TV channel brand, a first for us, will be exciting because the dynamic nature of the TV industry requires the agency to be extremely innovative for the campaign to stand out from the clutter and interest the target audience. Since NDTV Good Times is known for its impulsive, interactive and action oriented content and programming, there is a lot of scope for us to create edgy and call to action creatives which will appeal to the targeted youth and encourage them to embrace the channel’s ideology of ‘#LiveYoung #LiveIndian’.”

     

  • Passion is at the core of lifestyle or special interest content; Smeeta Chakrabarti offers ways to approach building and sustaining lifestyle brands

    The Anchor: 5 ways how lifestyle channels can make it big

    By Smeeta Chakrabarti

     

    To paraphrase James Harkin, there is a new rule in business – forget the general audience and instead, stake out an identifiable niche. Love it or hate it, lifestyle programming that caters to special interests is here to stay. To our minds, the question was never about whether lifestyle channels can make it big, but more about how to build a sustainable ecosystem around brands which resonate, connect, relate and engage with the discerning consumer. We’ve always believed that passion is at the core of lifestyle channels or special interest content, and the following are ways in which we approach building and sustaining our lifestyle brands.

     

    #1 Multiple platform technologies: Lifestyle channels need to think of themselves as content providers targeting a specific audience, and indeed, targeting a defined passion, through all possible platforms and not just television. Technology today plays a vital role in sustaining and building lifestyle businesses.

     

    #2 Platform-agnostic content: While technology today permits dissemination of content across platforms and touch points, content creators need to be mindful of the fact that there are now multiple ways to consume that content, and a one-size-fits-all approach does not necessarily work. Whether it’s a laptop screen, the iPad, your smartphone or even an experiential initiative, smart content that’s platform-agnostic is the key.

     

    #3 Integrated marketing: Lifestyle channels need to be where their consumers are – something that finds resonance with the multi-platform and multi-faceted approach to content. Research, product, positioning, promotions, delivery and all aspects of the marketing value chain have to be geared to connect and engage audiences through touch-points not just inIndia, but globally as well.

     

    #4 Multiple revenue sources: It is imperative for lifestyle channels to see themselves as brands, which can be monetized beyond the conventions of FCT, sponsorships, integrations and subscriptions. Brand extensions, social media and DTH interactivity consumer products, books – the possibilities are endless, and essential.

     

    #5 Smarter distribution: This is an equally important step in building a sustainable business model. The very raison d’etre of special interest lifestyle channels is catering to a targeted, well-defined consumer, based on clearly articulated passions. Therefore, the conventional modes of carpet bombing and non-segmented distribution will need to get far smarter and targeted to have impact.

     

    Smeeta Chakrabarti is Chief Executive Officer of NDTV Lifestyle

     

  • The lifestyle channel NDTV Good Times is completing five years soon. Taking the celebrations to the audiences, the channel has announced the launch of new shows in the coming months

    NDTV Good Times completes five years

    By A Correspondent

     

    The lifestyle channel NDTV Good Times is completing five years soon. Taking the celebrations to the audiences, the channel has announced the launch of new shows in the coming months. While the Second Season of the popular food show Vicky Goes Veg and the new season of Aditya Bal’s Chakh Le series are scheduled for September; October will see The Kingfisher Calendar Hunt in its fourth season.

     

    The channel will also enter the all-new segment of home d̩cor with the introduction of two completely novel shows РWhole New World, and Living Right Royally under the Royal Reservation brand umbrella.

     

    Smeeta Chakrabarti, CEO, NDTV Lifestyle, said, “As a team, we have endeavoured to offer novel and trend setting content to our viewers. This year will see more innovative programming, with our foray in to clutter breaking home segment programming, and as custodians of Indian Lifestyle, our soon to be announced Lifestyle Awards in November.”

     

    Shibani Sharma Khanna, Channel Director, NDTV Good Times, said, “We are elated to turn five. NDTV Good Times has always strived to offer the best programming and we have managed to raise the bar higher with each offering. We promise to offer more vigour, zest and diversity with new formats and genres in the coming year and would like to thank our viewers for their constant love and support.”

     

    Projit Chakrabarti, Head, Marketing Services, said, “On the back of our genre defining programming and clutter breaking content initiatives, we’ve literally created a new season – summer, spring, autumn, winter and Good Times. And one needs only tune-in, log-on or walk-in to live the good times.” NDTV Good Times continues to enjoy its niche position as lifestyle channel in the country, with Highway On My Plate, Kingfisher Calendar Hunt, I’m Too Sexy, Heavy Petting, Band Baajaa Bride, Chakh Le India and No Big Deal as its most popular and loved shows.

     

    Beamed directly across international markets such as US, Singapore, Sri Lanka, Mauritius and Maldives, the channel is present across all major analogue cable markets, and all six DTH platforms in India.

     

  • The show will feature 16 chefs from India and Pakistan in a battle of culinary supremacy and will be broadcast in India and Pakistan

    NDTV Good Times’ tie-up with Geo TV for Foodistan

    By Akash Raha

     

    NDTV Good Times, which is all set to host the mega food reality show Foodistan, has tied up with Geo TV to telecast the show in Pakistan. Atul Seth, Vice President - Development, NDTV Lifestyle Limited disclosed this news to MxM India.

     

    When asked why NDTV Good Times chose to partner with Geo, Mr Seth said: “It is the largest network in Pakistan and the most respected. It has been a beautiful relationship with them so far and we have been in constant touch with the group, and the response from their end has been very good. We would ideally like to do a simul-cast in both the countries, but the timings are not certain as they might clash with some religious ceremony.”

     

    The show will be launched in Pakistan soon. According to Mr Seth, Geo TV is keen to broadcast and partner with NDTV Group, not just one season, but for seasons that will follow.

     

    When asked for further details on the deal, Mr Seth clarified: “Right now it’s only about them showcasing our content, but eventually we probably will look at a situation where both partners will co-produce the show. It is still too early to announce as the talk are in nascent stages, but perhaps that is the way forward.”

     

    The reality show will premiere in India on January 23 on NDTV Good Times. The show will feature 16 chefs from India and Pakistan in a battle of culinary supremacy. At the end of it all, the reality show will have one winner.

     

    The 26 part series would be judged by eminent food critic, avid traveler and gourmand at heart Vir Sanghvi along with Bollywood actress Sonya Jehan and Merrilees Parker (popular British Chef and presenter). The tri-weekly show will be hosted by Aly Khan and Ira Dubey.

     

    Announcing the new series, Smeeta Chakrabarti, CEO, NDTV Lifestyle said: “We are absolutely thrilled to announce Foodistan, the biggest food show on the Indian television. Food, as a genre, is in the DNA of NDTV Good Times and we are committed to taking that to the next level with Foodistan. India and Pakistan are two nations who share a common passion for good food. And this love for food is something that binds the two nations, in spite of the numerous differences, which is why Foodistan will appeal to our viewers. We are positive that our viewers will not only enjoy the show but will also connect to it.”

     

  • NDTV released their quarter results which ended on September 30, 2011. NDTV consolidated income rose to Rs 114 crore from Rs 86 crore in the same quarter last year, an increase of 32 percent.

    NDTV shows growth in quarter results

    By Akash Raha

    NDTV released their quarter results which ended on September 30, 2011. NDTV consolidated income rose to Rs 114 crore from Rs 86 crore in the same quarter last year, an increase of 32 percent. Consolidated expenses have fallen to Rs 133 crore from Rs 152 crore in the same quarter last year. There is also a Sharp growth in NDTV’s lifestyle, digital and consultancy businesses.

    The operating loss this quarter stands at Rs 19 crore, compared to a loss of Rs 66 crore same quarter last year. NDTV 24×7 continues to enjoy market leadership in the English news genre. According to the latest study conducted by GfK Mode, with a sample size of 12,224 viewers across 14 cities, NDTV 24×7 is watched by 56% of the viewers (SEC AB, Male 25+).

    NDTV Good Times, the flagship channel of NDTV Lifestyle is the number 1 lifestyle channel in the country as per TAM ratings. Advertising revenue has seen a substantial jump in the second quarter of the year. NDTV Convergence, which operates www.ndtv.com, witnessed a jump of 66% in page views. With an average of 12 million unique visitors a month, this makes NDTV one of the most formidable news sites in India.

    NDTV Worldwide continues to strengthen its client base every quarter by providing solutions and media consultancy to more than 15 clients, across India and the world.