NDTV-Trace deal set to bring international content in the country

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After the clarification on the continuity of its channel MetroNation, NDTV has now struck a deal with international television channel Trace to telecast its music and lifestyle content in India. NDTV and Trace also plan to launch their channel in Pakistan, Sri Lanka, Maldives, Bangladesh and Bhutan soon.

Trace, which is distributed over 130 countries, is an international channel known for its diverse musical content. The deal between Trace and NDTV means that viewers in the country will be able to get quality music content along with news, opinions and interviews based on urban lifestyle. Rahul Sood, CEO, Trace, has said that there will be a 85% : 15% distribution between music and news based content.

Olivier Laouchez, one of the three founders and chairman of Trace, said that this deal was inked keeping in mind the growing viewership of lifestyle programs in India. He said that the present generation of the country is inclined towards music and the deal is a promise to cater to this very need of viewers.

As a part of its expansion spree, NDTV has already made an agreement with UK based broadcaster ITV Global Entertainment to telecast Granada TV in South Asia and India.

The Paris based channel will be distributed in India as soon as the Information and Broadcast (I&B) Ministry approves NDTV’s license to telecast the channel in the country.