MUMBAI: NDTV Hindu, the Chennai-centric English news channel, has managed to rope in 15 advertisers including Aircel, Idea and Hindustan Unilever within four months of its launch.

The channel, which was launched on 16 May this year as a JV between NDTV and The Hindu, has garnered an average market share of 10.1 per cent in the Chennai city, according to NDTV Hindu MD and CEO Rajiv Lulla.

The channel was launched after a three-month research. "We realised that in Chennai, there is big appetite for local news and lack of alternatives. There are lots of regional news channels, but no English channel. So we have got the first mover advantage,” says Lulla.

Among other brands that have joined the channel are Univercell, Adani power, Star health insurance, BPCL, Pothy’s, RMKV, World vision, Nippon Paint, Suryadev, Nathella, Lalit Jewellery, and Sharon plywood.

The JV between the two groups works on multiple platforms. Apart from investments that both the parties have made, the two partners also work together on the editorial content. The channel airs a special show in weekends named Business Line.

On the marketing front, the channel partners with Hindu's on-ground events.

NDTV Hindu has also joined forces with three FM channels and one out-of-home (OOH) media company for promotional events. “We have understood that these partnerships will help in symbiotic growth. There is no competition and both can co-exist,” avers Lulla.

As per current ratings, the channel has 16.3 per cent market share in the non-news/features segment.

The channel airs specials on the Tamil film industry, shopping destinations, latest trends, food joints etc. NDTV Hindu claims that its show Unlocking Lives tops the list of top 100 shows in the English news market in Chennai.