This is the season of evolution for quite a few television channels in the country. When audiences have segmented further and devices of consumption are not only the idiot box, channels are configuring themselves to the new. India’s first lifestyle channel, NDTV Good Times, launched in September 2007 is the latest in this line of channels. After being 6 years in the television space bringing the best of life style programmes to the socially upbeat audience, NDTV Good Times has now revamped as a channel for the young.
From the 18th of November, the channel has taken on a new logo with a very interesting tagline – #LiveYoung. The hashtag in the tagline is probably a first in this space. I’m yet to see any television channel come this close to social media, and adopt a social media phenomenon as part of its branding. Kudos to #LiveYoung !
The design communication is also accompanied by new shows and time slots for the various lifestyle baskets it caters to – style at 7 pm, travel at 8 pm, food at 9 pm and reality shows at 10 pm. The all new Good Times is being promoted through digital and social media along with the traditional media.
Ringing in the new on social
The NDTV Good Times Facebook page with more than 727K fans, began a countdown on its cover photo a few days prior to 18th, before going on to unveil the new change.
Fans have been incentivised to tune in to the all-new channel. Every evening between 7 and 11pm, one can participate in the #LiveYoung contest by answering a simple question. The question for the day is also shared on the Facebook and Twitter pages. While correct entries can win Good Times goodie bags everyday, the ones with maximum correct entries can win free trips to China, sponsored by China Tourism board.
— NDTV Good Times (@ndtvgoodtimes) November 25, 2013
Apart from conversations around the hashtag, the Twitter page has lined up many contests for each of its shows. Goodie bags, all expense paid trips, new shows oriented to the ever-evolving consumer and cool promotions on social media, all make for an effective communication to the social savvy audience.
Besides, the integration of social media in the re-positioning speaks to all audiences – whether on social media or just watching its programmes on TV. The hashtag in the tagline says it all!