NDTV will now distribute UK's commercial media company ITV's general entertainment channel Granada TV in India and South Asia.
The partnership will bring to Indian viewers contemporary dramas like the award-winning 'Prime Suspect', 'The Jeremy Kyle Show', 'The Friday Night Project', 'Ballroom Bootcamp', 'Airline', and 'Vroom Vroom'.
Initially, the channel will be telecast in English with local subtitles in launch markets.
Rahul Sood, head of network distribution & affiliate sales, NDTV, said, ''We look forward to launching the channel across all digital platforms. There is an untapped potential for quality niche channels in the Indian market and Granada TV, with its strong content line-up, will fill this gap.''
Peter Iacono, president and managing director, ITV Global Entertainment, said, ''With over 50 years of experience as the UK's No1 commercial television network, we are tapping into our unique catalogue of quality content and commercial skills as a broadcaster to bring this new must-see channel to Asia. Granada TV is a large-scale, serious undertaking offering compelling love stories, drama, gripping mysteries and exciting light entertainment. It's about family; it's about lifestyle; it's just plain and simple good TV.''
''The region is ripe for the launch of a channel which brings high quality, commercially successful TV hits in a contemporary format; and initial feedback from pay TV operators has been very positive,'' said James Ross, regional director for ITV Global Entertainment in Asia.