The much awaited general entertainment channel from the NDTV stable – NDTV Imagine has set itself a launch date in India for Monday 21st January.

The channel will launch with four hours of original programming with a total of ten new shows during primetime. This will go up to twelve by 1st April 2008, reveals NDTV Imagine CEO Sameer Nair.

Clearly, the channel’s big ticket stunt proposition will be built around music talent reality show Shaava Shaava. A unique characteristic of the show is of course the fact that it will be telecast over 11 consecutive days in a start-to-finish run.

Nair asserts that both in terms of the kind of programming the channel is putting out and in how its shows are presented, there will be clear differentiation over the fare that is currently on air.