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Business – NDTV Lifestyle to launch channel as part of alliance with Scripps

NDTV Lifestyle is getting prepared to launch a new lifestyle channel as part of its tie-up with the Scripps Network. The US-based lifestyle content developer Scripps Network had acquired a 69 per cent stake in NDTV Lifestyle last month.

Ms Smeeta Chakrabarti, Chief Executive Officer, NDTV Lifestyle, told Business Line, “As part of the alliance we have a full access to the Scripps Networks library. But Scripps’ primary objective is to develop channels for India. We plan to launch a channel first. It would be the best of lifestyle entertainment from the West and in India.”

Though she did not give a time-frame for the launch of the channel, Ms Chakrabarti said that the channel would be launched after the deal with Scripps is concluded, which could take anything between six weeks and three months.

NDTV Lifestyle already has a lifestyle channel called NDTV Good Times. The channel’s market share is 35 per cent almost 6 per cent more than the Discovery’s Travel and Living. NDTV Good Times’ reach in all cable and satellite homes is 21.6 million.

High definition

The NDTV Lifestyle CEO further added that Scripps is also interested in beaming NDTV Good Times’ shows in the US. In order to enable a two-way relationship for content sharing, NDTV Lifestyle plans to shoot all their shows in High Definition (HD) in the next 20 months. “In the next 20 months all our shooting will be in HD. Whether we broadcast in HD or not will depend on the DTH operators. Going HD will also enable Scripps to use our content more efficiently.”

Regarding advertising revenues, Ms Chakrabarti said that the luxury brands space is a huge potential yet to be tapped. “Though a lot of luxury brands have come into India recently, their advertising is mainly on the print media and lifestyle magazine. It is yet to be tapped,” she said.

“The lifestyle marketing space is more about synergies in terms of advertising. It’s not always that TRP (television rating points) would determine the advertisers. There has to be a connect between the product and the show,” she added.

December 17, 2009 - Posted by | Uncategorized |

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