MUMBAI: NDTV is building a bouquet of news, niche and English language channels for distribution on digital platforms including DTH and digital cable.
As part of this broad plan, international children‘s channel KidsCo is set to enter India via NDTV. In an exclusive distribution pact, NDTV has agreed to market KidsCo‘s content across all digital platforms.
"KidsCo is going to be a pay channel and is awaiting government clearance for launch. We are ready to roll out the channel once we get the nod," says NDTV Network distribution and affiliate sales SVP Rohit Lamba.
NDTV has already entered into distribution pacts with France-based Trace Group to launch its urban music and lifestyle channel Trace and with UK commercial broadcaster ITV Global Entertainment‘s Granada TV. Both the channels are yet to get the nod from the government.
"We distribute the NDTV channels on digital platforms while TheOneAlliance takes care of analogue cable. For widening the bouquet, we are targeting third party international English channels that would look at digital distribution. We would have a bundle of pay channels that would be sold on DTH and digital cable," says Lamba.
As part of this strategy, NDTV will be marketing KidsCo programming including Sonic Underground, The Wiggles, Ned‘s Newt, Rescue Heroes and Nalong Fly to the Sky alongside original programming such as Boo & Me, Boo‘s Sanctuary and Jass Time!.
The deal follows KidsCo‘s strategic expansion across Asia, including recent launches in Hong Kong, Taiwan and Indonesia.
Says KidsCo CEO Paul Robinson¸ "India is a key market for us as we continue our global expansion plan. We are really excited about adding NDTV to our existing partners as it understands that education is at the very top of the agenda for us and has historically built solid relationships with platforms who share this vision. The shows we will be offering are in keeping with our international audience and we anticipate great results."
KidsCo offers three programming zones of pre-school, kids 6-10 and family, which have been designed to fit audience availability and lifestyle. Programming includes animated and live action content and movies for family-viewing.
Says Lamba, "With digital homes set to cross 50 million in the next two years, there is tremendous untapped potential for quality international channels in the Indian market and KidsCo, with its strong content line-up, will fill this gap."
On the international front, the NDTV channels are planning to launch on cable networks in the US. They are already beaming across the globe and are on DirecTV, a DTH service provider, in the US.
"We are in talks with Comcast and Time Warner to be on cable in the US," says Lamba.
