Adgully Exclusive | Big ticket launches in 2011: NDTV Good Times' Smeeta Chakrabarti

Led by experienced "ghost-hunter" Rocky, co-anchor Mayur, a tantrik and a renowned psychologist the show will delve into paranormal accounts put to the test with high-tech instruments, rationality and actual time spent on location in environments that can make us question how much we really know about the supernatural.

The show premiered on the channel on 13th May, 10 PM onwards.

So Adgully caught up with Smeeta Chakrabarti, CEO, NDTV Good Times, to know more about the new show and the channel's plan in 2011.

Talking about the new show, Chakrabarti, says, "India's Most Haunted' is perhaps the only supernatural related show on TV which is realistic and not sensational. The anchors are genuine "ghost hunters' who have been studying supernatural phenomena for the past 20 years. Our hit anchors ' Rocky and Mayur - visit ostensibly "haunted" places and with the use of modern equipment attempt to ascertain whether there is indeed any supernatural activity in that locale."

She further adds that the channel very strongly believes that interacting with, and understanding the viewers and potential viewers is critical. Apart from periodic market research studies that the channel commissions, it also uses other feedback mechanisms to understand the audience.

Apart from the traditional mass media promotion for the new show, the channel has also created a viral campaign through the NDTV Good Times website and various social networking platforms. "We are also in the process of implementing innovative marketing tactics to further promote the programme," Chakrabarti adds.

She expect "India's Most Haunted' to appeal to a cross-section of audience. "Curiousity about the supernatural is ingrained in the Indian psyche, making it one of the few topics that is almost demographic-agnostic," she points out.

When asked if the channel will be focusing more on advertiser funded programmes in 2011, Chakrabarti, says, "Yes, we will be targeting AFPs more intensely, during this year. However, we will go ahead with only those AFPs which completely fit into what NDTV Good Times stands for."

NDTV Good Times is currently targeted at the urban, upper-middle class Indian who is comfortable and proud being Indian. Primarily Sec A 15 to 45.

Chakrabarti says that the channel will continue to leverage its hit shows such as "Highway on My Plate' and "Hunt for the Kingfisher Calendar Girl'.

Chakrabarti, says, "The focus is not so much on changing distribution strategy as enhancing our distribution. While we are already available on DTH platforms and the larger cities, we intend to reach an even larger viewership base." | By Prabha Hegde [prabha(at)adgully.com]