NDTV’s subsidary company NDTV Imagine Ltd, today announced the launch of its Hindi General Entertainment Channel (GEC) called NDTV Imagine.

With an engrossing line-up of fresh and distinctive programming, the channel, also christened NDTV Imagine will go on air in India in January 2008.

NDTV Imagine makes a promise to “Entertain” and “Delight” audiences with show concepts that are absolutely fresh. The channel will offer programming across genres, ranging from light-hearted family soaps to period dramas and from high voltage music and dance entertainers to the most glamorous events in the entertainment business.

The line up of shows include ‘Radha Ki Betiyan Kuch Kar Dikhayengi’ (DJs), ‘Ek Packet Umeed’ (Hats Off Productions), ‘Main Teri Parchhain Hoon’ (Rajshri Films’), ‘Jassuben Jayantilal Joshi Ki Joint Family’ (Hats Off Productions), ‘Dharam Veer’ (Sagar Arts’), ‘Raajkumar Aaryyan’ (Sphere Origin), ‘Nachele Ve with Saroj Khan’ (SOL) and ‘Dhoom Macha De’ (SOL).

NDTV Imagine is spearheaded by Sameer Nair, a seasoned media professional with over 20 years of experience in the media and entertainment industry. The multi-faceted film director Karan Johar is a creative consultant and brand ambassador to this initiative.

Mr. Sameer Nair, CEO, said, “In this competitive environment, the launch of NDTV Imagine heralds the return of the GEC, the return of family entertainment for the entire family…bringing fresh ideas and concepts into Indian living rooms and once again, bringing the entire family together to watch television.”

Commenting on the launch of NDTV Imagine, Dr. Prannoy Roy, Chairman, NDTV said, “This is a proud moment for us at the NDTV Group. The launch of this new channel is our next big leap towards our stated objective of becoming a global media power house. I believe that Sameer and his team will deliver on the promise and the programming.”

As well as NDTV Imagine, two other channels are in the offing – another entertainment channel and a movies channel.

Earlier this week, INX Media’s 9X launched its owned entertainment channel. Studio 18 will be launching its own to rival the already cluttered Indian TV market. Sahara and ZEE are expected to launch their new services too early next year.