NDTV comes up with first city channel for Delhi

New Delhi: Equipped with a glass bus studio, camera-equipped taxis, and even a helicopter in the skies, NDTV has launched NDTV MetroNation, its first English city channel covering Delhi. Later launches would cover Chennai, Mumbai, Bangalore and Kolkata.

According to Prannoy Roy, chairman, NDTV, global trends indicate a preference for more and more local news with local infotainment channels in the US and the UK enjoying amongst the highest viewerships. The US alone has around 350 local channels.

MetroNation would be free-to-air, and would complement English language dailies addressing the five million English language reading population, according to Roy. The channel will target a largely affluent, high-income audience, and expects to be a winner with advertisers looking for more focussed target groups.

According to Suparna Singh, managing editor, NDTV MetroNation, the channel would be a "young, progressive, and opinionated channel, which would do strong homework and research to back its opinions". MetroNation promises to take up civic issues, and "fight for Delhi".

Eating out, fashion, and shopping would also feature in the channel''s programming, amongst other topics with a definitive local angle.

The channel will have two news bands in the morning and evening. It is also being marketed as a major "triple play" offer, with web and mobile properties, and is also looking to cover sports and music events.