labels: tag creative brand solutions, entertainment, ndtv
‘Breakthrough’ technology to further polish NDTV’s reportsnews
Our Convergence Bureau
21 March 2003

Mumbai: New Delhi Television (NDTV), promoted by Prannoy Roy, one of the best-known faces of the broadcasting industry in India, is all set to launch two 24-hour news channels, in English and in Hindi.

The English channel will be called NDTV 24x7 while the Hindi channel will be called NDTV India. Both the news channels are slated to go on air from the first week of April 2003. Taking on a new mantle, NDTV will bring their avid viewers in India several reasons to rejoice. One of these is the new ‘Breakthrough’ technology.

Implemented with the help of Iredeto software, the Breakthrough technology will enable NDTV channels to give local weather and traffic reports as done in the US. In other words, it would be possible for viewers in Mumbai to cut across to local traffic and weather while those in Delhi watch the national bulletin. The software gives an option to do any number of ‘breakaways.’ Weather, traffic and local news will be aired on the channel as per local requirement.

Says Roy: “Although quite common in the US, this technology will be a novel feature in the Indian market. An Indian viewer is very discerning and looks for experience, credibility and quality. With this technology, the quality of Indian broadcasting will scale up to international standards.”

Earlier in the year NDTV had invested in Discreet’s high-end visual effects, editing and finishing systems — inferno and smoke — for its broadcasting facility. Discreet’s top-of-the-line systems will enable NDTV to create promos and packaging for its content as well as channel branding in-house and achieve exceptional on-air quality. NDTV is the first Indian broadcaster to invest in such high-end systems.

NDTV had recently unveiled its new logo designed by the Los Angeles-based TAG Creative Brand Solutions in collaboration with NDTV’s design team, as a prelude to the launch of its two channels, late last month. NDTV has tied up with The One Alliance, a Sony Entertainment and Discovery joint venture, to distribute its two news channels in India.

NDTV is, and has been for the last 15 years, a pioneer in Indian television news. It is India’s leading production house equipped with state-of-the-art technology, a vast network of 19 strategically located bureaux and studios, editing bays and administrative offices across the country.

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‘Breakthrough’ technology to further polish NDTV’s reports