NDTV Imagine

NDTV Imagine

In our last columns we had mentioned a few new channels that were on the anvil. One of them, the NDTV Imagine which is a General Entertainment channel (GEC) has announced its new strategy to woo the demanding viewer. In an attempt to cleave out a significant market share from the other GECs like Star/Sony/Zee, the new channel plans to be different and hopefully catch more eyeballs. The channel has announced that it will roll out three weekly one hour soaps, Radhaa Ki Betiyaan Kuch Kar Dikhayengi, Ek Packet Umeed and Raajkumar Aaryyan. The channel and the programmes are slated for a last week of January launch. All the three programmes belong to different genres and the channel is betting that its one hour programmes will be the ultimate differentiator between it and other new general entertainment channels. They hope that the longer format will help the programmes to stand out in the crowded GEC market. The channel will also ride on the expert advice received from producer and director Karan Johar who has joined as the channel's high profile creative consultant and brand ambassador.