Following a swift launch of the Hindi general entertainment channel, NDTV Imagine, has announced the launch of its latest initiative, Imagine Showbiz, a comprehensive 24-hour Bollywood Business and entertainment channel. The Channel will go on air on August 15th, 2008.
Imagine Showbiz is driven by the guiding philosophy of ‘Celebrating Bollywood’. The programming of Imagine Showbiz will showcase updates and coverage of the latest happenings and will present complete features and presentations on the people, the products and the business of Bollywood. With a host of innovative and entertaining shows, Imagine Showbiz looks to break the mould and move beyond the “scoop and scandal” visage that Bollywood has traditionally been projected with and present a whole new side to the Hindi Film industry.
Announcing the launch of the channel, Harsh Rohatgi, EVP, Revenue Management and New Ventures, NDTV Imagine, said, “Today more than ever, Bollywood is a part of our popular culture in every possible way, from sports to business and from brand promotion to CSR. We believe that if it is treated and presented in a meaningful and entertaining manner consistently, Bollywood-based content will definitely find appeal across audiences. Imagine Showbiz has been created with the aim to deliver unique content in an engaging manner that will not only touch the heart of every Bollywood fan but also find appeal with the film industry as well.”
According to Abhimanyu Singh and Premnath Rajagopalan of Cinestar Advertising Pvt Ltd., “Imagine Showbiz will connect to audiences by providing them in-depth, unbiased, entertaining Bollywood content that goes beneath the skin of the industry and gives viewers a real insight into the world of Bollywood. It is a channel for the Hindi film lover. 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.”
In addition to film and celebrity specific programming, Imagine Showbiz will present an interesting mix of shows and interstitial that will provide an insightful peek into Bollywood.