NEW DELHI: The news and other programs on NDTV's new Hindi channel will play against a signature theme created specially for the channel by renowned music composer, A R Rahman.

It's a huge coup for NDTV since Rahman is famous for being very choosy about his projects. And while he's booked back-to-back for various movies and entertainment projects, Rahman says he found it impossible to turn down NDTV when Prannoy Roy approached him to design the sound of NDTV India, Roy's new Hindi channel. The reclusive Rahman is reported to have once said that when he was starting out his career as a composer, he was inspired by the theme music of The World This Week, NDTV's flagship program in the nineties.

Despite his unbelievably tight schedule, Rahman made the time for this unusual project for NDTV.

"We always knew we wanted Rahman and nobody else to design the theme of our Hindi channel", says chief executive producer Radhika Roy, "It's not just his music - which of course is in a league by itself - but it's also what he stands for. He's somebody who's always done his own thing. And as an organization, that is exactly what NDTV does. We've taken risks, gone against the norm, and broken new ground. And so Rahman was a perfect match for us. He marches to the beat of his own drum. And we love that about him".

Certain that Rahman would create the perfect sound, an NDTV team sat with Rahman in Chennai and watched him do what he does best. Also, Radhika Roy and Rahman interacted with each other while Rahman was composing the music ... to analyze and formulate the precise kind of music that NDTV needed. "It was so easy for us because what we wanted is exactly what Rahman's trademark is - music which pulsates with energy and truth," comments Radhika. A few days after his first meeting with the NDTV team, Rahman handed over his composition. "When we heard it, we were blown away. It was uplifting, urgent, impressive, and welcoming - all the things our news is," smiles Radhika.

Music for the English channel has been composed by David Lowe, who is famous for his signature tunes for the BBC and British Airways. Lowe started his composition for NDTV in England, and then spent a month at NDTV's offices in Delhi mixing in the final elements.

NDTV India and NDTV 24/7 will go on air by April 14, 2003.