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NDTV Good Times’ content plan in 2014

MUMBAI: NDTV Good Times’ focus this year is to promote programming which is targeted to young India.

The lifestyle channel, which is celebrating its seventh birthday on 7 September, is also increasingly going to create multiplatform content that will be a crossover between lifestyle and entertainment.

arati_singh_ndtv_good_times“Viewership is rapidly moving to various different platforms and we would like to take this challenge head-on and use this to our advantage,” said NDTV Good Times channel head Arati Singh.

Though NDTV Good Times has experimented with various genres in lifestyle over the years, weddings and food form an important part of the channel’s content strategy. “We have realised that in India weddings and food generate a lot of interest and all programming has to involve reality and storytelling,” Singh said.

The channel believes in making shows that maintain a loyal viewership. “‘Highway on My Plate’ and ‘Band Baaja Bride’ are two such shows. Since inception, our content strategy has focused on every genre related to lifestyle, food, fashion, reality and travel, and we plan to continue doing that.”

On the content front, ‘Band Baajaa Bride’ will have its fifth season this year and is all set to return on-screen with ‘Band Baajaa Bride Jodi’.

“The show has attracted sponsors like Lakme, Rado and TBZ. The show has helped in the growth of sponsors as well as brand Sabyasachi, one of India’s foremost designers,” Singh said.

‘Kingfisher Supermodels’ will also return for a new season. ‘Kingfisher Blue Mile-Mission Mount Everest’, a reality adventure series with Gul Panag, is also in the line-up. The show is a hunt for six people that will take on the base camp trek for the highest mountain in the world.

“Reality has always been a part of lifestyle and has been one of our focus areas in terms of genre,” said Singh.

The channel’s other new property this year is ‘You Got Magic’ which is a travel magic show.

So how has been NDTV Good Times’ journey so far? Singh said that the channel launched in 2007 as India’s only lifestyle channel with local content and quickly became India’s top-ranked English-language lifestyle TV channel.

“We rapidly drew in its target audience of socially upbeat, well-travelled, cosmopolitan viewers who live in style, adore fashion, are adventurous about food and travel, and want more out every moment in life with both backpacking and high-flying budgets,” she said.

NDTV Good Times last year re-branded itself to be India’s youngest lifestyle channel. Explaining the rationale, Singh said, “With the increasingly maturing lifestyle space in India at an inflection point and as pioneers in that space, NDTV Good Times felt the need to redefine the lifestyle entertainment category codes once again, and now caters to the youth, focusing on food, travel and fashion.”

She added that with the redefined positioning as India’s youngest lifestyle channel, NDTV Good Times with the reach of approximately 30 million individuals in India on 15+ ABC is ahead of almost every other English lifestyle channel in the country.

The channel’s main viewership comes from Delhi, Mumbai as well as Bangalore.

Talking about the channel’s time band strategy, Singh noted that the channel recently introduced dedicated time bands. “Fresh programming is slotted 7 pm onwards—style at 7 pm travel at 8 pm, food at 9 pm and reality at 10 pm.”

As part of its seventh anniversary, the channel encouraged viewers to join the celebration online and vote for their seven favourite shows from a list of the most popular programmes. The poll ran from 2 to 6 September and seven shows that have received the maximum votes will be telecast as the viewers’ choice on the channel’s birthday on 7 September.