"NDTV is the first Indian broadcaster to invest in such high-end systems. This move indicates the level of maturity the Indian television content industry is reaching," Pankaj Kedia, regional manager, South Asia, Discreet, was quoted as saying in the release. "With this acquisition, Discreet expects that NDTV will set new standards in the Indian television industry."

"After careful evaluation, we found that Discreet systems offer the best creative environment with the most sophisticated visual effects tools, which we will use to give our channels a new and unique look," NDTV promoter Dr Prannoy Roy was quoted as saying.

NDTV has identified promos and packaging as huge drivers for channels to create content that's visually compelling, and Discreet systems will help NDTV make the difference, the release says.