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NDTV Good Times mulls HD feed, looks to rope in co-branding partner

MUMBAI: NDTV is planning to launch a high-definition (HD) feed of its lifestyle channel NDTV Good Times.

“The quality of the viewing experience is so much better and some clients will want to advertise on HD only so it is something that we are seriously considering,” NDTV Lifestyle CEO Smeeta Chakrabarti told TelevisionPost.com.

After the exit of Kingfisher, NDTV Good times is in talks to rope in a co-branding partner for the lifestyle channel.

Smeeta Chakrabarti“We are in talks with clients to stitch a co-branding deal,” NDTV Lifestyle CEO Smeeta Chakrabarti told TelevisionPost.com.

Starting 1 April, NDTV Good Times pulled off air the Kingfisher bird logo, which was the liquor-airline group’s mascot.

Under the association with NDTV Good Times, Vijya Mallya committed advertising spend worth Rs 100 crore (Rs 1 billion) for a five-year period.

The agreement was then renewed for another three years. The deal expired on 31 March 2016.

In terms of global channels looking at expanding local content or acquiring local channels, she noted that this activity is a validation of the broadcaster’s own business model. “We were the first to believe and launch a channel with exclusive and high-quality Indian content, produced locally. It’s good to see that global channels have recognised this as well.”

NDTV Good Times new logoRegarding the dominance of food in the lifestyle genre, she conceded that food is always a favourite. “Good Times has also made weddings very popular. Our show ‘Band Baaja Bride’ defines the genre. Also wellness is a genre which is growing,” said Chakrabarti.

In March, the broadcaster entered the regional-language market by launching a Tamil audio feed for NDTV Good Times.

NDTV Good Times is looking at more regional-language channels, including Telugu and Bengali. The aim is to make lifestyle content available to a much wider audience.

Targeted at a young metropolitan audience, NDTV Good Times telecasts shows across the lifestyle genre such as fitness and health, travel, food and fashion.

NDTV Good Times was launched in September 2007 as part of NDTV Lifestyle.

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