At last!

I am a regular viewer of the Prannoy Roy promoted NDTV 24x7 news channel since its inception... While the journalistic standards have been above par, I always wondered why South India was ignored by NDTV at large. When Rajdeep Sardesai quit NDTV and started out CNN-IBN, I expect it to cover more Southern specific topics, but he was largely following his ex-employer.... South India has one of the largest English news following population vis-a-vis North or any other region, but it was conveniently forgotten by all the leading English news channels in India ranging from NDTV to the newborn TimesNOW.

Now, finally after much debate and frolicking, NDTV has finally flagged off its South India specific venture.

In a news release, they stated -

NDTV 24X7 today announced the launch of 'Southern Edition' a daily programme of news using the OPT-OUT telecast technology for its viewers in Southern India. Starting June 12, the viewers in the states of Tamil Nadu, Karnataka and Kerala will be able to watch region specific news and programmes. The southern specific telecast will be extended to Andhra Pradesh soon.

NDTV has become the first broadcaster in India to bring this world-class broadcast technology offering region specific programming for its viewers. Opt Out technology makes it possible for region specific news to be telecast while the rest of the country continues to watch the national telecast.

NDTV’s latest offering, 'Southern Edition' will be on air every weekday on NDTV 24X7 at 7.30 pm. With the use of OPT OUT technology the viewers in these states will be able to watch news which highlights key developments in the region and bring focus to the issues which are relevant to the people of these states. On the weekends, NDTV 24x7 will bring a bouquet of special programs for the viewers of these states.

Announcing the launch of the OPT-OUT telecast, Sonia Singh, Managing Editor, NDTV 24X7, said, "NDTV has been a pioneer in bringing broadcasting innovation and providing quality programming to its viewers. The OPT-OUT telecast will ensure that our discerning viewers across the country get programming that is relevant to the regional surroundings. Starting with 'Southern Edition' on NDTV 24X7, we will carry news that is Southern region specific and will also continue to provide national news perspective."

NDTV plans to expand reach of its OPT-OUT programming to cover other states and expand the region specific telecast across all the three channels, NDTV 24X7, NDTV India and NDTV Profit, in the near future.

The entire process of OPT-OUT programming is done automatically through the satellite without any physical intervention. The set-up involves individual boxes that are programmed to receive and switch frequency at the desired time to OPT-OUT of the regular feed and again switch back to the main channel feed when the OPT-OUT is over, with a two second changeover between the switch. The OPT-OUT telecasts are common in terrestrial networks where the local station replaces the national beam with a local broadcast, but very few satellite broadcasters have carried out this kind of programming.

PS: I wonder if I will be able to catch South India specific programs since I use a DTH platform.