MUMBAI: This time next month, the Hindi general entertainment space will have another contender bidding to make its presence felt. NDTV Imagine has fixed 21 January 2008 as its launch date.
NDTV Imagine is launching with 10 shows that will make for an average of four hours of fresh prime time programming daily. This will go up to 12 by 1 April 2008, reveals NDTV Imagine CEO Sameer Nair.
Clearly, the channel‘s big ticket stunt proposition will be built around music talent reality show Shaava Shaava. A unique characteristic of the show is of course the fact that it will be telecast over 11 consecutive days in a start-to-finish run.
Shaava Shaava has celebrity judges Karan Johar and Simi Garewal as star attractions and will be hosted by television actor Ali Asgar. The contestants include TV stars Aman Verma, Apurva Agnihotri, Divyanka Tripathi, Juhi Parmar, Mouni Roy, Narayani Shastri, Pulkit Samrat and Sumeet Raghvan.
Nair asserts that both in terms of the kind of programming the channel is putting out and in how its shows are presented, there will be clear differentiation over the fare that is currently on air.
NDTV Imagine started its promotions in the first week of December with radio and TV channels, and the Internet with consumer portals such as Yahoo!, Yahoo! Messenger, Rediff, MSN Messenger, Hotmail, Sify, Zapak as well as some trade sites.
"We are planning to spend on on-ground promotions with consumer interaction to promote our channel. We will zero in on 50+ cities in the Hindi speaking zone to attract consumers at multiplexes, schools, shopping malls, etc," NDTV Imagine EVP marketing, research and communication, Manoj Vidwans earlier told indiantelevision.com.