The new channel will be called NDTV Prime.

NDTV set to wind up NDTV Profit to rebrand it as infotainment channel
news Media Friday, June 02, 2017 - 18:43

The English business news channel, NDTV Profit will be taken off air from Monday, June 5, reports Urvi Malavania in Business Standard.

New Delhi Television (NDTV) which runs the channel - currently a hybrid of business news and entertainment, plans to turn it into a full-time infotainment channel, said the company in a statement to stock exchanges.

Three years ago, the channel had undergone a revamp and was called NDTV Profit/Prime but now it will be known as NDTV Prime, the report adds.

Prannoy Roy, executive co-chairperson, NDTV Ltd, said, “NDTV has decided to transfer its business programming from Profit to regular business and finance segments on NDTV 24x7. This will mean suspending the current trading hours programming on Profit while Prime will continue as a channel.”

The company however kept options of reviving a business channel open and said that for now, the programming of business and finance segments will shift to NDTV 24x7 during daytime trading hours.

As part of the revamp in 2014, NDTV Profit/Prime showed features and entertainment after 6pm every day and on weekends.

Cost cutting and realizing the full potential of entertainment content are said to be the reasons for closing down the business channel.

The website profit.ndtv.com will continue with its coverage of finance and markets, the report said.

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