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Our Bureau

New Delhi, Aug. 12 NDTV Imagine, in partnership with Cinestar Advertising Pvt Ltd, is launching Imagine Showbiz, a channel for Bollywood lovers. And that pretty much accounts for 90 per cent of the television viewing public in India, says Mr Harsh Rohatgi, EVP, Revenue Management and New Ventures, NDTV Imagine.

Cinestar Advertising Pvt Ltd is promoted by Mr Abhimanyu Singh of Contiloe Films and Mr Premnath Rajagopalan of Direct Access (India) Pvt Ltd. With an investment of Rs 150 crore over a period of three years planned for it, the channel goes on air on August 15.

Imagine Showbiz is expecting its strategy of a “unique marriage of promotion, programming and advertising” from tie-ups with the big film releases to contribute as much as 35 per cent of its revenues in two years. “For example, if Saif Ali Khan is endorsing Taj Mahal, we can take that association further and beyond the basic 30-second advertisement spot to programmes and features,” explains Mr Rohatgi.

“The pedigree of the NDTV brand and also the impact and awareness created by NDTV Imagine in such a short time, coupled with our experience in the entertainment business, combines to create a unique and powerful partnership,” says Mr Premnath Rajagopalan of Cinestar.

While covering the business of Bollywood, with updates on the latest news, the channel will air behind the scene happenings, interviews, and maybe even reality shows centred around a film, says Mr Abhimanyu Singh of Cinestar Advertising Pvt Ltd.

More Stories on : New Products & Services | Radio/TV

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