Business Daily from THE HINDU group of publications
Saturday, Oct 06, 2007
ePaper
Business Daily from THE HINDU group of publications Saturday, Oct 06, 2007 ePaper |
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Marketing
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Market Shares NDTV’s lifestyle channel looking for larger visibility Meera Mohanty New Delhi, Oct. 5 NDTV’s new lifestyle channel — NDTV Good Times — says it has beaten competition in the English language lifestyle genre within a month of its launch. It is expecting to follow this up with a wellness or maybe a travel channel in about two-years’ time. For now, it claims, it has managed a successful launch of its new channel grabbing the largest share in the category. Leading the category with 35-40 per cent channel share, according to TAM Media research, for the week of September 16-22, NDTV Good Times is followed by Fashion TV (at a little more than 30 per cent), and the pay channel Discovery Travel and Living (25-30 per cent) and finally Zee Trends. According to Ms Smeeta Chakrabarti, CEO, NDTV Lifestyle, the free-to-air channel was helped significantly by good distribution efforts. The company will now roll out its marketing campaign in select publications and outdoor sites. It is also looking for larger visibility by tapping airports. The channel which has co-branded itself with the ‘King of Good Times’, Kingfisher, is already televising exclusive events like the India launch party of the fashion magazine Vogue. Celebrity adorned, high-end gadgets and style shows will be the mainstay of the channel that prides itself for its original Indian content. “There isn’t that much for men, outside of movies and sports in other channels. We are doing food and travel shows for them. They want to know how to order sushi, or wine correctly when they take their boss out for dinner. And of course there are a lot of toys for the boys” said Ms Chakrabarti adding that the particular 9-11 slot seemed to be doing very well. The channel is already showcasing cooking recipes and other programmes on DTH service provider Tata Sky’s ACTVE Cooking feature. It is looking to leverage its content across other platforms and beyond television; it is also considering branding exercises with pubs, events and travel tie-ups. More Stories on : Market Shares | Radio/TV
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