NDTV Scouts for New Partner for Good Times
Broadcaster New Delhi Television is on the lookout for a new anchor advertiser for its lifestyle channel NDTV Good Times after its contract with the UB Group, which sells the Kingfisher beer, ended on March 31, reports Gaurav Laghate.“The contract (with UB) was due to expire on March 31 and both parties had decided several months ago not to renew it,” a spokesperson told ET. The spokesperson confirmed that it has already started searching for another partner.Launched on September 7, 2007, NDTV Good Times is India’s first lifestyle channel. NDTV entered into a five-year branding deal with the UB Group for the channel, wherein the company committed .₹ 100 crore worth of advertising over the period. In return, the channel had the Kingfisher bird in its logo and name, Good Times, from Kingfisher’s tagline ‘King of Good Times’ in its identity. The deal was later renewed for three years and then for another year. After that, the two parties decided not to renew the agreement. The channel has already removed the Kingfisher bird from its logo.