Indiantelevision.com Team

(17 December 2007 8:30 pm)

MUMBAI: NDTV Imagine has started marketing and promotional campaigns as the Hindi general entertainment channel is set to launch towards the end of January.

NDTV Imagine has started its promotions in the first week of December with radio and TV channels, and the Internet with consumer portals such as Yahoo!, Yahoo! Messenger, Rediff, MSN Messenger, Hotmail, Sify, Zapak as well as some trade sites.

"We are planning to spend on on-ground promotions with consumer interaction to promote our channel. We will zero in on 50+ cities in the Hindi speaking zone to attract consumers at multiplexes, schools, shopping malls, etc," explained NDTV Imagine EVP marketing, research and communication, Manoj Vidwans.

Vidwans also added, "It was tough for us to plan a grand opening. Because of our branding, people expect a lot from us. It has taken us more than 10 months from announcement to the actual launch of the channel."

NDTV Imagine has eight programmes lined up on diverse issues. Radha Ke Betiyaan is a story of three daughters of Radha who came in Mumbai with high aspirations. Jasuben Jayantilal Joshi Ki Joint Family, which tells the story of a family in Junagarh, emphasises the need and culture of a big family. Dharam Veer is revolves around a 13th-century prince, while Rajkumar Aaryyan is a complete fantasy with lots of special effects. Nachle Ve will have the famous Bollywood choreographer Saroj Khan teach dance steps in simplified ways.

Karan Johar, who is the channel's brand ambassador, will judge in the 11-day long celebrity show Say Shava Shava.