New Delhi Television
(NDTV) president and broadcasting icon Dr Prannoy Roy
officially launched NDTV''s two new channels at a multi-city
press conference. Journalists in 14 different cities posed
questions simultaneously to Dr Roy as he revealed the
look and style of NDTV 24X7, a 24-hour English news channel,
and NDTV India, a round-the-clock Hindi news channel.
Narayan Rao, director NDTV, Roy explained that the new
NDTV channels make one over-riding promise to Indian viewers:
"Experience. Truth First. This positioning is based
on NDTV''s continued commitment to accuracy, honesty, and
speed. For 15 years, we have put the truth above everything
else. We don''t just bring you the news first, we bring
you the truth first."
advantage in NDTV''s favour is its impressive collection
of the best reporters in the country. "For both NDTV
24X7 and NDTV India, we have anchors who are not just
news readers. We have experienced journalists who have
reported on the biggest news stories in the last decade,"
24X7 has an all-star line-up that includes Prannoy Roy,
Rajdeep Sardesai, Barkha Dutt, Sonia Singh, Arnab Goswami,
Srinivasan Jain, Jennifer Arul, Monideepa Banerjie and
Nidhi Razdan. NDTV India is home to the country''s best-known
Hindi anchors including Dibang, Nidhi Kulapti, Abhigyan
Prakash, Punya Prasun Bajpai, Sikta Deo, Nagma, Rupali,
Pankaj Pachauri and Abhisaar.
The look of the
new channels has been painstakingly created to match international
production values. At the press conference, Roy showed
video clips of the logo and packaging of NDTV 24X7 and
The graphic style
of both new channels was crafted by Los Angeles-based
TAG Creative Brand Solutions, home to the world''s best
graphic stylists. And in a huge coup for NDTV, music guru
A R Rahman took time out from his packed schedule to compose
pulsating music for NDTV India. The theme for NDTV 24X7
has been composed by David Lowe, known for his work with
has decided to pull out the stops when it comes to technology
as well. For the first time ever, an Indian news organisation
will have its own helicopter. NDTV''s Bell Jetranger 206
will be parked in Delhi, and will be sent on assignment
with reporters to different parts of the country.
Through an exclusive
arrangement with Deccan Aviation, NDTV will also have
access to nine other helicopters and two planes in different
cities. "Our helicopter is our eye in the sky,"
said Roy. "For breaking news, emergencies, or in
case of huge traffic jams or rallies, we want to be able
to bring you the latest information as quickly as possible."
NDTV has also introduced
yet another first: opt-out technology. Rarely used even
abroad, this highly advanced technology allows viewers
in one city to watch a local programme while the rest
of the country watches the national news schedule. NDTV
24X7 and NDTV India will use this opt-out technology to
broadcast local programmes to major metros. For example,
Mumbai will have its own Marathi programme every evening.
in fact, has been transformed into a national news hub
by NDTV. Some of the organisation''s most senior correspondents
have been shifted to Mumbai. Among them include Srinivasan
Jain and Abhigyan Prakash, business editor Shivnath Thukral
and entertainment anchor Sonali Verma.
Several news bulletins
on both news channels will be anchored simultaneously
from Mumbai and Delhi. Both channels will have at least
one complete national news bulletin that is anchored and
produced in Mumbai. NDTV has a total of 17 bureaux with
complete uplinking facilities across the country.
NDTV''s new channels
will be available through Sony-Discovery''s One Alliance,
a combination of prestigious and highly-watched channels.
So far, the Sony alliance had six channels in its bouquet:
Sony Entertainment Television, SET MAX, AXN, Discovery,
HBO and Animal Planet. With the two new NDTV channels,
the bouquet becomes a package that cable operators and
viewers simply cannot do without. NDTV''s channels are
slated to be the first-ever news channels with the same
reach and distribution as entertainment channels.
are already lining up around the block. Rajnath Kamath,
head of sales, NDTV Media, says his team has already sold
advertising worth Rs 10 crore. "It''s proof of the
unmatchable brand equity of NDTV. Advertisers have such
faith in NDTV and its quality that they want to be associated
with it from Day One."
the new channels will include established hits like We
the People and The Big Fight with a series
of exciting new shows on entertainment, business and current
affairs. "What will make our programmes stand out
is the fact that we will have more live reports than any
other channel. It''s all about taking our viewers to the
scene of the action as quickly as possible," says
Kamath. Eighteen state-of-the-art OB vans have been custom-designed
for these live reports.
NDTV 24X7 and NDTV
India will be available across the country from 14 April