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NDTV launches India’s first dual channel

India’s news broadcaster NDTV Group has launched what it is calling a 2-in-1 channel, NDTV Profit and NDTV Prime, delivering business news on weekdays from 9am to 5pm and outside those hours, entertainment for a young male audience.

NDTV Group co-chairman Prannoy Roy termed the channel as one of the most creative new ventures in the country.

“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 primetime viewership is all about,” Roy said.

“The idea was two primetime channels – entertainment at night and business in the morning. We have been working on this idea for two years or so. And we already have sponsors on board, some for one year, some for two,” he added.