Priyanka Chopra unveils NDTV Prime – an infotainment & entertainment channel

NDTV launches India’s first 2-IN-1 channel – NDTV Profit & NDTV Prime with Bollywood Badshaah Shah Rukh Khan as the Face of the new channel


Vikram Chandra, Group CEO, NDTV, Priyanka Chopra and Dr. Prannoy Roy, Co-Chairperson, NDTV at the launch of NDTV Prime

Last week NDTV introduced India’s first 2-IN-1  channel – ‘NDTV Profit & NDTV Prime’ at a press conference held at the Trident Bandra Kurla in Mumbai.

On the 2-IN-1 channel, NDTV Profit, in a fresh association with The National Stock Exchange of India will operate from 9:00 AM to 5:00 PM on weekdays AND will offer viewers in-depth and credible business news and analysis during market hours.

Speaking on NSE’s partnership with NDTV, Ms Chitra Ramakrishna, MD & CEO of the National Stock Exchange (NSE) said, “I think this is a very good initiative and comes together with what NSE has been trying to do over the last few years in terms of investors outreach. NSE always reaches out to various segments of audiences starting from school children at one end to senior citizens. Some of you may be financially savvy, some of you may not be. But we believe that it is really our accomplished sort of objective to reach out to everyone to spread financial literacy at one end, and better investor awareness. So the best way to do this is to have knowledge outreach programmes and the more creative and varied the channels are, we are able to reach out to impart that kind of education.”

From 5 pm and on week-ends, the channel will sport a brand new avatar – NDTV PRIME , which is in Association with MICROMAX. Priyanka Chopra was present on the occasion to unveil the new logo of NDTV Prime which reflects the partnership between NDTV Prime and MICROMAX and new programming. The channel is targeted at the 25+ urban male and will offer an interesting blend of ‘specialty bands’, which will showcase through the week across genres such as Technology, Auto, Property, Education & Careers,  Entertainment and Comedy. Among the Big Ticket shows on Prime is – ‘Videocon d2h Ticket To Bollywood’, a reality show which will give the two lucky winners an opportunity to star in a Bollywood movie.

Rahul Sharma, Co-founder, Micromax said, “Micromax has always looked at unique partnerships that bring alive newer experiences for Indian audiences through our brand associations and product offerings. We are very happy to partner with NDTV for their new and exciting venture NDTV Prime – India’s first dual channel, a new infotainment channel that will reach out to newer audiences through great content across different genres. With digitization and advancement of technology, we are seeing a trend for greater consumption of high quality content among the viewers. NDTV Prime provides an ideal opportunity for Micromax to reach out to evolved viewers through new programming on lifestyle, reality, automobiles, sports, music, property, gadgets & gizmos and comedy, all of which are showing increasing acceptance among Indian viewers. Our best wishes are with NDTV, and look forward to a long term association.”

Announcing the launch of NDTV Prime, Dr. Prannoy Roy, Co-Chairperson, NDTV said, “This is perhaps one of the most creatively exciting new ventures NDTV has launched, with so many ‘firsts’ for television in India. The reactions so far, from advertisers and sponsors have been very, very positive. This new concept, with two prime times, changes many of the traditional views on what Prime time viewership is all about!

In a first, sponsors are already on board partnering with the genres that fit in with their brands. Videocon d2h has come on board for ‘Ticket to Bollywood’ while Croma is the overall Technology Band sponsor. MRF is on board for the Auto Band and Supertech continues its association with the Property Band.

The promotional campaign for NDTV Profit & NDTV Prime features Shah Rukh Khan in a double avatar reflecting this duality based on the concept of ‘Work Hard Play Hard’

Vikram Chandra, Group CEO, NDTV said, “In the digitized word, where viewers surf channels using EPGs, appointment viewing has become very important. NDTV Prime gives everyone full clarity on when they can see their preferred genre of programming. So property comes on at 7 pm.  If you are a gadget enthusiast, you can see that programming every night at 8 pm, auto programming is on at 8:30 pm, and then there is entertainment at 9 pm. Of course, many viewers may choose to simply switch on the channel and leave it on!”

Priyanka Chopra at the launch of NDTV Prime  Priynaka Chopra at the launch of NDTV Prime (2)  Vikram Chandra, Group CEO, NDTV  and Dr. Prannoy Roy, Co-Chairperson, NDTV at the launch of NDTV Prime  Vikram Chandra, Group CEO, NDTV, Priyanka Chopra  and Dr. Prannoy Roy, Co-Chairperson, NDTV at the launch of NDTV Prime