NDTV may launch at least four new lifestyle channels

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NDTV is planning to launch at least four new lifestyle channels in the next two years.

The genres will include travel, food, wellness, etc. Depending on the content and channel packaging, each channel will require an investment of anything between $8 million-$15 million, with a break even period of three years.

So far, NDTV Good Times and the fashion channel did not have any investors, but now the channel is looking for strategic partners. NDTV Good Times is expected to break even in two years.

Smeeta Chakrabarti, CEO, NDTV Lifestyle said, “In the pipeline we have the travel, food, and wellness channel, which we are planning to launch within the next two years.

NDTV, the holding channel, has been investing so far, but now going forward, will look at strategic partners and investors. This would mark the second rung of the investment phase, when we will be offering different genres in the lifestyle space,” said Chakabarti.

“When we started six months ago, we wanted to change the way lifestyle television was seen and perceived in India. Our entire channel strategy is very different from a mass channel strategy and it is very new. We just don’t sell time on the channel rather we sell a concept. We want our advertisers to be a seamless part of the programme and the channel,” he said.

“Currently we have around 20% of the market share in the lifestyle genre with a 21 million reach and this about 16% of the cable and satellite viewers. We had a little up and down with ‘Fashion TV’. But lifestyle is our focus and the growth has been steady and not erratic,” added Chakrabarti.

Some of the biggest advertisers on the channel are Pedigree, Reebok, Apollo Tyres, et al, who have sponsored shows on NDTV Good Times.

“When it comes to selling an ad spot on a lifestyle channel, it is more of a strategy and perception rather than GRP, which means that there should be a subliminal link between the advertiser and the programme,” said Chakabarti.