One of India’s oldest commercial broadcasting television network, NDTV, launched its brand new innovation – a dual channel called NDTV Profit and NDTV prime – a first of its kind in India. Helmed by the redoubtable Dr. Prannoy Roy, the launch was announced at a press conference held at a suburban five star recently. Calling it as one of the most creatively exciting new ventures in the country, Dr. Roy said, “The reactions from advertisers and sponsors have been very, very positive. This new concept, with two prime times, changes many of the traditional views on what prime time viewership is all about." The dual channel with its mantra – work hard and play hard – focuses on mixing pleasure after business. From 9:00 am till 5:00 pm on weekdays NDTV Profit will be a business news channel and on weekends, a lifestyle and entertainment channel called NDTV Prime will take over. Supporting NDTV’s new endeavour were Shah Rukh Khan and Priyanka Chopra. While SRK was not present at the launch (we believe it had something to do with Micromax being the key sponsors of NDTV Prime), the actor made his presence felt through a live video conferencing. Starting off in cavalier fashion, SRK said, "I don’t understand profit. Sensex is still a sensual word for me. But I think the 2-in-1 channel will do wonders.” Elaborating more on what ‘work hard and play hard’ means to him, SRK said, “Work is like play for me. It never tires. You can make me work for 72 hours without sleeping. I just enjoy my work. Genuinely work should be play and play should be work. I only work with people who think work is play. But when it comes to play, I play hard. I am a sore loser and I want to win at every cost. Whether it is rugby, soccer, chess or any other game, I play hard. You should play very hard as if your life depends on it and work like you would play.” NDTV Prime will see an assortment of programs on gadgets, automobiles and Bollywood. A new reality show called Ticket to Bollywood will be aired too. This show will be judged by casting director Mukesh Chhabra, actress Mahima Chaudhary and singer Jassi and promises to scout the best of singing, dancing and acting all in one person. “The winner will have all the qualities a superstar needs," said the judges. Talking about the show, SRK said, “It’s a great concept to unearth new talent. Initially when actors are new, there is a propensity to do different stuff and that is the time which is the most exciting one in your career. You don't think about things like box-office success and you are open to experimentation in terms of acting. And not just in acting, new talent is needed in direction and every other field of the industry.” Dr. Prannoy Roy too seemed to be in sync with SRK’s thoughts. Talking exclusively to Tellychakkar.com, Dr. Roy said, “It’s a great concept and our effort is to see that it doesn't turn it into other usual reality shows. NDTV will even mentor and support the winners of this show by co-producing a movie for them. As of now we haven’t decided on the genre of the movie or who will be the other co-producer and all that will be revealed in good time.” Interestingly, as soon as the video conferencing with SRK was over, Priyanka Chopra entered the ballroom. While Priyanka was not at her eloquent best, she did reveal the fact that she has a liking for automobiles. “I like to be driven instead of driving my car,” said Priyanka while referring to her new buy, Rolls Royce and also added that the only thing she loves riding are bikes and she does take out her bike for an occasional spin at nights. Piggy banked by Micromax, who are the key sponsors, NDTV looks all set to usher in a new revolution in Indian television with their new dual channel. Let’s see if our television audience accepts this innovative concoction of business and entertainment.