Another player is eyeing the entertainment segment. This time it is the Prannoy Roy-promoted New Delhi Television (NDTV) which is quietly working on a plan to launch a channel of that ilk by mid- to end 2002. The name has not been decided as yet, (though daily Business Standard says it has been called NDTV World but the idea is to start the content aggregation for the channel by mid-2001. Currently, NDTV is in talks with financial institutions to fund the foray. NDTV is a partner of Rupert Murdoch's Star TV in Star News and provides it with the daily news that has become synonymyous with Prannoy Roy.

NDTV has little experience in entertainment programming though it is producing two shows for Star TV along with BBC based on the Yes Minister! and Yes Prime Minister series. This apart it also showcases developments in the glamour and tinsel world on its news channels. 

The move is being seen by observers as a preparatory move by NDTV to have its own media vehicle for carriage of its content should its relationship with Star TV for Star News not last out its full course till 2003. Star TV chief Peter Mukerjea has reportedly not been too happy about the manner in which the agreement betwen the two tilts in favour of NDTV.