NDTV Imagine unveiled, but tough ask to establish hold

Media conglomerate NDTV has announced the launch of its Hindi general entertainment channel under NDTV Imagine in January ‘08.

NDTV Imagine is targeting the family audience through its programs and have partnered with production houses such as Sagar Arts, Hats Off Productions, Rajshri Films, SOL, Sphere Origins, Endemol India, Synergy Adlabs, DJ’s A Creative Unit.

The channel is being headed by former Star TV head, Sameer Nair and film director Karan Johar is a minor shareholder in the channel along with being the creative consultant and brand ambassador.

NDTV Imagine will also launch a movie and entertainment channel later, along with movie production.

But the big question arises is with 3 channels – Star Plus, Sony Entertainment & Zee TV, occupying a major marketshare in the Hindi general entertainment space, how will NDTV Imagine carve a space for itself.

Also, with new launches like INX Media’s 9X, UTV’s Bindaas and proposed entertainment channel from Viacom 18, it would require much more than just cliche entertainment to become a profitable channel.