MUMBAI: In a bold foray into the live entertainment business, New Delhi Television Ltd (NDTV) on Tuesday said its board has approved the launch of a new vertical titled NDTV Alive, aimed at capitalising on India's booming events market. From ticketed spectacles to high-octane public experiences, the Adani-owned broadcaster is stepping beyond the newsroom and into the arena. The company announced this through a regulatory filing with the Bombay stock exchange earlier today. 

To steer this fresh initiative, NDTV has brought in media veteran Rahul Kumar Shaw as chief experience officer. Shaw, who has clocked over three decades across heavyweights such as Star India, Zee Entertainment, SET India, and TV Today Network, joins with immediate effect and will also serve as senior management personnel.
NDTV Alive will focus on experiential formats, a strategic move the company claims will “diversify revenue” and solidify its entertainment footprint. Investments will vary depending on artist fees, production costs, marketing, ticketing, and insurance – but the ambition is unmistakable.

Shaw previously headed Stage AajTak, the experiential arm of TV Today, and is known for orchestrating immersive formats across TV, radio, and sport. A commerce graduate from Calcutta University, he is expected to bring his flair for content-meets-commerce to the new vertical.

While NDTV has not disclosed a fixed capital infusion, insiders say the venture signals a wider push under the Adani umbrella to reimagine legacy media assets for a more interactive age.