Yet-to-be launched NDTV Imagine expects to break-even by 2009

Banks on its 'original' shows to reach most cable homes.

Banking on its target to reach 80-90 per cent of the 70 million cable homes within the first few weeks, NDTV Imagine, the general entertainment channel (GEC) from Delhi-based broadcaster NDTV, expects to break even in 2009. The channel is set to hit television screens from January 21.

"With lots of original shows and our target to reach 80-90 per cent of the 70 million cable homes, we should break even by end-2009," said Sameer Nair, CEO, NDTV Imagine.

According to industry sources, of the $120 million recently raised by NDTV Networks, the UK subsidiary of the NDTV, about $100 million (approximately Rs 400 crore) will be utilised towards the launch and distribution of NDTV Imagine over the next 12-15 months.

NDTV Imagine is the third GEC to be launched in the last four months, after INX Media's 9X and Zee Group's Zee Next, and marks the full-time entry of news broadcaster group NDTV into the general entertainment space.

As an incentive to attract advertisers in the next four months, NDTV Imagine has decided to keep 5 minutes of advertising time for every hour of programming.

"This is done to provide a clutter-free climate to advertisers. Hence, for a 30-minute show there will be one ad break. If advertisers want any mileage, they will come on early," Nair said.

Other GEC's such as Star Plus, Zee TV and Sony TV have 8-12 minutes of advertising per hour of programming, said a senior media planner.

"Less ad time at higher rates can attract advertisers. This may work and it will be a treat for viewers as they will get to watch shows at one go. But, the effect can be judged only after a month or so," said a Delhi-based media planner.

NDTV Imagine has already signed up Idea Cellular and Clinic All Clear as the lead sponsors for reality shows Dhoom Macha De and Shava-Shava respectively. The channel has also roped in celebrities such as veteran choreographer Saroj Khan and film director and TV show host Karan Johar for different shows.

But, amidst a number of established GEC's such as Star Plus, Zee TV (the two leaders), Sony TV and new players such as 9X and Zee Next, how will NDTV Imagine attract both viewership and advertising money?

Says Nair, "Our aim is to be visible in most cities. We should be available on the prime band in all major metros. Both viewers and advertisers will come on the basis of our content, I can assure that."

NDTV Imagine will be the fifth-channel from NDTV Networks. Other channels are news channels such as NDTV 24x7 (English), NDTV India (Hindi), NDTV Profit (business) and NDTV Good times (lifestyle channel).