NDTV Imagine to launch first afternoon soap

One of India’s fastest growing channels NDTV Imagine has announced the launch of a new soap, the first to occupy its afternoon slot.

So far, NDTV Imagine, which launched in India in January (in the UK earlier this month) has had success with only five-hours of original programming.

The afternoon band titled ‘Indiadhanush’ will showcase fascinating facets of India’s diverse artistic culture, lifestyle and heritage.

Starting 31st March 2008, Indiadhanush, which is being produced by Siddharth Kak’s Cinema Vision India, will air on the channel from Monday to Friday at 12:30.

Each episode will focus on a series of subjects ranging from history, people, culture, arts and craft, music, dance, folk, wisdom and philosophy, showcasing amazing discoveries.

This new series is hosted by Kak and Ami Trivedi.

Announcing the launch of this show, NDTV Imagine EVP of content Shailja Kejriwal said, “People have become so busy in their day to day lives that they do not get the time to open their eyes to the beauty around them! While NDTV Imagine offers a range of programming that is distinctive and memorable, Indiadhanush will capture the myriad scenes, rich culture and vibrant personalities which will help our viewers rediscover our own country!”

Kak added, “Indiadhanush is a show for everyone who loves India and will appeal to everyone across age groups! The show is an attempt to highlight the diversity of the country and will showcase a new discovery in each episode, in an entertaining manner!”