NDTV has introduced a new brand identity as NDTV 24×7 becomes simply NDTV. The rebranding is built around the new tagline ‘When It Really Matters.’

The change reflects how people consume news today. Earlier, NDTV 24×7 represented round-the-clock television news. Today, audiences access news through television, websites, mobile apps, social media, streaming services and Connected TV.

With the new identity, NDTV aims to present itself as one news brand across different platforms, while continuing to build on its more than three decades of journalism and credibility.

The broadcaster has also introduced a renewed visual identity and updated look across its television and digital platforms.

According to NDTV, the new tagline ‘When It Really Matters’ reflects its focus on helping audiences understand not just what is happening, but also why a story matters and how it can affect people’s lives.

Rahul Kanwal, CEO and Editor-in-Chief, NDTV, said the term ’24×7′ once highlighted the arrival of round-the-clock television news, but news is now consumed across multiple platforms. He said the new identity is aimed at building the next phase of NDTV while retaining the trust and journalistic foundations developed over the past three decades.

Shiv Aroor, Managing Editor, NDTV, said the new tagline would serve as an editorial guide and help the organisation focus on stories and issues that have real significance for the public.

NDTV said the new identity will be reflected across its television and digital platforms, as well as its journalism and audience engagement.

The rebranding from NDTV 24×7 to NDTV marks a new phase for the organisation, with the broadcaster aiming to provide news with greater clarity, context and perspective across platforms.