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NDTV dons new, clutter-free on-air look

The change on all the three channels – NDTV 24x7, NDTV India, NDTV Profit – is in line with international news channel format

BestMediaInfoBureau | Delhi | March 7, 2012

Taking a cue from the changes on the political front (elections in five states) and the soon-to-be announced Union Budget 2012, NDTV has decided to go clutter-free. The three channels – NDTV 24x7, NDTV India and NDTV Profit – have donned a refreshed look, with lesser space dedicated to tickers. The new look of the three channels has been designed by the NDTV Group’s in-house graphics and production team.

Vikram Chandra, Group CEO & Executive Director, NDTV Group, said, “The changes on-air have been done keeping in line with the editorial positioning of our channels. The cleaner, attractive, uncluttered look underlines the basic brand premise, which is non-hysterical, non-sensational.”

Chandra pointed out that international news channels also follow the same on-air-look model.

When asked, Chandra remained non-committal about an increase in ad-rates following the new look, though he said, “We have been getting good reviews about the new on-air look from all quarters.”

Whether the new look will be accompanied by a change in programming, he said, “There are tweaks that keep happening. Our easy-on-eyes websites were a precursor to this change.”

NDTV News Operations (standalone) reported an EBIDTA of Rs 8.7 crore for the quarter ended December 31, 2011.

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