Mumbai: News9 Plus, the world’s first news OTT promoted by TV9 Network, has diversified beyond news and current affairs with the launch of News9 Plus Lounge. This dynamic addition further enriches the platform's content bouquet, offering a diverse range of lifestyle content, including travel, fashion, food, adventure, and more.
Elaborating on the vision behind the inception of the new content extension, TV9 Network MD & CEO Barun Das said, “Lounge is of strategic importance for brands to partner with News9 Plus. I feel that advertising in the traditional form will seize to exist as you always have the luxury of exploring millions of options at the tip of your finger. In a world of ‘skip-ad,’ advertising will pivot to storytelling via content. Hence advertisers and brand owners will have to ensure their brand communication is sticky as well for the audience in the digital ecosystem. Hence advertising in the digital world will also have to be ‘content’ which is where News9 Plus Lounge fits in.”
“News9 Plus Lounge infuses freshness into our existing content library to seek out the YOLO (You only live once) culture among the youth and the more mature audiences together. Lounge captures the aspirations of the upwardly mobile with compelling content that pushes them to live life to the fullest,” Barun added.
The Lounge section currently features a variety of intriguing series, including ‘Make the Cut,’ ‘Route to Food,’ ‘Connoisseur Conversations,’ ‘Smart New World,’ and ‘Postcards from Goa’.
Brands like Postcard Hotels and Hamdard have already come on board and forged lasting content partnerships.
Hamdard Laboratories chief sales & marketing officer Mansoor Ali, expressed his enthusiasm for the collaboration with News9 Plus. He said, “We are thrilled to be associated with News9 Plus, the news OTT platform of TV9 Network, and their sensational cooking show, 'Filmy Masala'. The integration of our flagship spice brand Khaalis with the delightful recipes and Bollywood magic on the show is a perfect match. Our curated range of blended spices will offer consumers an authentic and traditional culinary experience they have been longing for. This partnership demonstrates our commitment to engaging with our discerning consumers, and News9 Plus proves to be the ideal platform to showcase the essence of brand Khaalis.”
Sharing his experience on the show ‘Connoisseur Conversations,’ Whisky Samba founder & restaurateur Ashish Kapur, expressed his delight, stating, “Being a part of 'Connoisseur Conversations' has been a fantastic and joyful experience. From ideation to execution, it has been a pure joyride. And the participation of fabulous Women Connoisseurs added the cherry on the top. It felt surreal as it was the kind of show I personally enjoy watching, and here I was, right in the midst of it all!”
Bacardi India marketing director Zeenah Vilcassim, expressed her excitement about being featured in an episode of ‘Connoisseur Conversations’ on News9 Plus Lounge, stating, “I am delighted to be a part of the talk show ‘Connoisseur Conversations,’ which caters to the new-age Indian consumer's penchant for experimentation and premium drinking experiences. The show's combination of informative content, interactive games, and entertaining elements offers the perfect blend of education and entertainment for discerning Indian audiences.”
Arpita Chatterjee, who leads TV9 Network’s production powerhouse – The Studio9, shared her insights on the captivating content being produced by her team. She said, “Make the Cut serves as a comprehensive guide to corporate style, providing actionable advice on attire, accessories, and personal grooming. While Connoisseur Conversations combines the art of conversations with the charm of cheer, featuring captivating discussions with social celebrities and epicurean adventures that tantalise taste buds and expand spirits expertise.”
