NDTV launches India’s first dual channel, NDTV Prime

In a first for an Indian broadcaster, NDTV has launched NDTV Prime, which will timeshare with it existing service, NDTV Profit.

The promotional tag of the channel will be ‘Work Hard, Play Hard’ – with business updates on NDTV Profit broadcasting between 09:00 – 17:00 everyday, followed by the showbiz and entertainment updates, NDTV Prime taking over between 17:00 – 09:00 daily. As seen above, the channel has roped in Shah Rukh Khan to don two different avatars for the new dual channel.

NDTV Group promoter and co-chairman Prannoy Roy said, “The reactions so far, from advertisers and sponsors have been very, very positive. This new concept, with two prime times, changes many of the traditional views on what prime time viewership is all about.”

NDTV Group chief executive Vikram Chandra said, “In the digitised word appointment viewing has become very important. NDTV Prime gives everyone full clarity on when they can see their preferred genre of programming.”