Good Times will communicate the change through digital and social media, print, radio and other NDTV channels. “Luxury and super-luxury brands are looking at positioning themselves as young and not luxury or super luxury. “We will add more layers and shows as we go along,” the spokesperson added.Īdvertisers, according to Chakrabarti, are responding positively to the change. ‘Highway on my Plate’ will also be relaunched as ‘Food Court’.
It will also be bringing in more shows, such as America’s food reality show ‘Chopped’. The channel has redefined its programming slots as well, with style at 7 pm, travel at 8 pm, food at 9 pm and reality shows at 10 pm. And it also makes us the first channel on India television to deeply integrate and recognise social media as part of the DNA of the brand and the audiences it caters to,” Chakrabarti explained. It helps us to define the channel in common parlance across all platforms. Hashtag permeates all communication platforms. “We wish to provide our content on all platforms that are accessed by the largest consumer group in our country – the youth. Case in point being the channel using hashtag (#) in its new tagline: ‘#LiveYoung’. Head of Style and Design Programming Vice President Programming NDTV Lifestyle Sep 2008 - Present 14. Mumbai, Maharashtra, India SR Vice President NDTV GOODTIMES Aug 2012 - Aug 2013 1 year 1 month. Reasoning that the young audience communicates more with symbols, the channel will use more icons in its content as well. NDTV GOODTIMES Jul 2013 - Mar 2018 4 years 9 months. Now, it is the time to redefine the core of the genre.” We opened the lifestyle category in this country when we launched. Smeeta Chakrabarti, CEO, NDTV Lifestyle, reasoned, “With a keen eye on emerging and evolving consumer tastes and preferences, the channel will now be focusing on providing younger, cooler, edgier and more relevant content to a young and dynamic audience.” She added, “We are at an inflection point with digitisation. The channel donned the new look, with redesigned logo and tagline, on November 18.
With the new positioning come changes in branding and programming, to reach out to the younger audience. Five year-old NDTV Good Times has changed its positioning from being ‘India’s leading lifestyle channel’ to ‘India’s youngest lifestyle channel’.
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