MUMBAI: NDTV, which launched the business channel NDTV Profit along with the 24-hour news channel NDTV 24X7 and NDTV India, has decided to go the pay way from 1 April with the first two channels.

The two NDTV pay channels form part of a new bouquet announced some time back by Sony-Discovery distribution joint venture, One Alliance. The new bouquet has been priced at Rs 38 and includes channels like Ten Sports, Nick, Discovery Travel & Living, and Animax. Hindi news channel NDTV India too is part of the bouquet, but will remain a free to air channel.

The pay route for two NDTV channels has been taken as the company feels that the two channels can keep attracting advertising revenue, apart from generating some subscription revenue too. An NDTV source said there are no immediate plans to take the Hindi news channel the pay way, adding that as per TAM data both Profit and NDTV 24x7 were occupying top slots in their respective genres.

NDTV also informed the Bombay Stock Exchange that Set Discovery Pvt Ltd has launched a package for distribution of channels. The company's scrip closed the day on the BSE at RS 182.50 touched a high of RS 183 for the day, after opening at RS 180.

Meanwhile, some cable operators, whom Indiantelevision.com contacted in Delhi, said they were yet to be informed by One Alliance about the new bouquet and its pricing structure.