(29 January 2009 4:30 pm)

NEW DELHI: NDTV has signed a distribution deal with France-based Trace Group to launch its urban TV channel Trace in India.

Launched in 2003, Trace is a music and lifestyle channel and is currently distributed across 130 countries. Its programming mix consists of latest music videos including Hip-Hop, R&B, Soul, Groove, Electro, Salsa, Reggae, Bhangra Hip-Hop and features.

The content also includes reportages and interviews related to urban celebrities and new trends in urban fashion, lifestyle, sports, cinema and dance.

Says NDTV Group head - network distribution Rahul Sood, "We are glad to add Trace to our first international offering, Granada TV. We look forward to bringing in more niche channels over the next couple of months."

"Trace is an interesting thematic channel dedicated to the variety of urban culture, music and communities. The fast rising urban youth population in India makes us confident of its success," adds Sood.

With the agreement in place, NDTV will also be working with Trace to launch the channel in other South Asian markets.

Earlier in October 2008, NDTV had inked a deal with UK commercial broadcaster ITV Global Entertainment to distribute Granada TV in India and South Asia.

"Our agreement with NDTV will combine NDTV's strength in India with Trace's brand and expertise in urban content and culture. This is a winning formula that will expand Trace's digital distribution to a growing number of viewers in India," says Trace chairman and CEO Olivier Laouchez and VP (Asia) Géraldine Pamphile.

"We see in India a huge appetite from our core target group, the young urban generation," Pamphile adds.

Trace is owned by its three founders - Claude Grunitzky, Olivier Laouchez and Richard Wayner along with Goldman Sachs Group and other private investors.