Television

NDTV’s dual-role strategy to double the ‘Profit’

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/02/10/Profit.jpg?itok=eA-8MHNL

MUMBAI: Since last few years, the eight-year old business channel from the NDTV group, NDTV Profit grappled to make decent business. While the noise about it going under a revamp started mid-last year, it has come to shape now. From March 17, the biz channel will adopt a dual role – that of NDTV Profit during the market hours and NDTV Prime airing infotainment and lifestyle programmes post 5 pm. The logo will also change accordingly.

NDTV Group CEO Vikram Chandra while professing the loss that the group was incurring because of the channel, remarks, “For several years, the bulk of our losses were coming from Profit. In the last few months, Hindi channel has picked up well but the question was whether to sell, shut or restructure the business channel. We didn't want either of the first two options. So we have innovated and adopted a cost rationalisation method, to be followed by the dual channel strategy.”

Now, everything seems to be falling in place for the channel as it has already managed 80 per cent sponsors for the year, while discussions to get more are on. According to sources some of the sponsors associated with the channel are Micromax, Chroma and MRF Tyres.

“It is not a secret that we don't believe in television audience measurement (TAM) anymore. We have adopted a sponsorship approach across the network with an idea to get sponsors interested in the programmes before they even go on air,” says Chandra.

The time slots for different programmes have been decided. Education shows would be aired between 6:30 to 7 pm; 7 to 8 pm is for real estate and property; tech and auto programmes will be telecast from 8 to 9 pm; while 9 to 11 pm has been kept for entertainment shows, the details of wish Chandra doesn’t wish to disclose at the time being.

The shows have been produced in-house as well as outsourced. Weekends will have repeat telecast of weekday shows for the first few months. Not sounding too boastful, Chandra remarks, “We are looking to double the ad revenue once Prime begins because this is going to be an exciting channel.”

The annual loss of the channel has come down from Rs 40 crore to Rs 19 crore. “The benefits of cost rationalisation in NDTV Profit will be seen now. Two-three years ago we were losing about Rs 3 crore a month which has now come down to about Rs 1.5 crore a month even with the Prime incubation costs. Once NDTV Prime goes on air, we are confident that every band on the channel will be individually profitable,” he optimistically remarks.

As India enters its last phases of digitisation, Profit/Prime sees itself benefitting. “With digitization, appointment viewing has gone up. Before this, viewers would flip through several channels but now they like to remember fixed times. We will now have fixed bands for tech and auto in which we are market leaders, together with bands for entertainment and property,” adds Chandra.

Another cost-cutting measure taken by the channel has been by shifting its main office from Mumbai to Delhi where besides sharing space, equipments could be shared with others too.

With little over a month left for the revamp, announcement will begin this week. Only time will tell how the arrangement works!

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/mahes.jpg?itok=8GUV33om
Leadership secrets & wisdom from Viacom18

Earlier this year during the thick of the lockdown due to the pandemic, Viacom18 CEO Sudhanshu Vats announced that he was moving on from the organisation he headed for around eight years. Earlier, in 2019, his deputy COO Raj Nayak too departed from a company he was associated with for seven years.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/kbc.jpg?itok=B0hEp6Qg
Ten brands partner with season 12 of Kaun Banega Crorepati

MUMBAI: Celebrating two decades of unparalleled success and popularity, Kaun Banega Crorepati not only emerged as a game-changer for the Indian television industry but also instilled a larger focus on the power of knowledge being a great leveler. In its twelfth season, the show makes a comeback...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/and.jpg?itok=qXrA49E_
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/chrome.jpg?itok=KRUQzWyk
Chrome DM week 37: English Movie emerges as top gainer

MUMBAI: After seeing a marginal growth in week 36, various genres in the broadcasting segment have witnessed noticeable growth in week 37. English movie genre has become the top gainer in week 37, 2020 of Chrome Data Analytics and Media data. The genre has grown by 2.57 per cent. Among English...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/flix.jpg?itok=0BDI_ifP
Pad Up For An Innings Of Unrivalled Thrills As &flix Presents Flix Movie League

The much-awaited moment has arrived as one of the biggest sporting leagues finally takes centre stage. But that’s not all! As you welcome back your beloved cricketers on field, it’s also time to root for your favourite heroes on screen with Flix Movie League on &flix. The stage is set for the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/enter10.jpg?itok=9Fh2HwLF
Enterr10 Television strengthens its Bhojpuri play with Enterr10 Rangeela

MUMBAI: In a bid to expand its presence across India and strengthen its foothold in existing markets, leading broadcaster Enterr10 Television announces the launch Enterr10 Rangeela, its second offering in the Bhojpuri region. Enterr10 Rangeela is a Bhojpuri language General Entertainment Channel....

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/neeraj.jpg?itok=JDedoLCo
Now you see him…now you don’t - the Invisible Hero,

MUMBAI: Sony SAB is all set to enthral the audience with the launch of its brand new offering 'Hero - Gayab Mode On'. The show slated for release in November is one of its kind and the first-ever show on Indian television that brings the best of science fiction and mythology together, where the...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/carvaan.jpg?itok=PBc7SS5g
Saregama launches Carvaan Malayalam

MUMBAI: After weaving in a nostalgic music experience for its Hindi, Tamil, Punjabi, Bengali and Marathi music lovers, Saregama launches Carvaan Malayalam with pre-loaded 5000 evergreen songs classified into artistes, devotional and carnatic.

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/emmys.jpg?itok=B0U8_0hd
RuPaul wins best reality host for fifth year in a row

RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

Television TV Shows Awards

Sign up for our Newsletter

subscribe for latest stories

* indicates required