NDTV has announced the launch of a new business vertical under the brand name ‘NDTV Alive’. The decision was taken at a Board meeting held on June 24, 2025, as part of the company’s broader effort to diversify revenue and explore new consumer touchpoints through large-format, experiential engagements.

According to a BSE filing made by the company under Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, NDTV Alive will focus on producing and curating large-scale public and ticketed experiences. These include live events, festivals, summits, and immersive IPs that extend the NDTV brand into the physical realm—bridging storytelling with spectacle. The new vertical is expected to be a cornerstone in NDTV’s next phase of innovation-led growth, while also capitalising on the surge in demand for high-quality, real-world cultural experiences.

As part of this expansion, NDTV has appointed media industry veteran Rahul Kumar Shaw as the Chief Experience Officer (CXO) of NDTV Alive. Shaw, who brings over three decades of leadership experience across television, print, radio, and brand activations, will also be designated as part of the company’s Senior Management Personnel with immediate effect. He will be tasked with conceptualising and scaling the new vertical’s business operations, content innovation, and partnerships across the experience economy.

Rahul Shaw is best known for his previous roles as CEO of TV Today Network and senior leadership stints at Star India, Zee, SET, and NDTV Imagine. Widely credited for building ground-breaking IPs and live formats such as Sahitya Aaj Tak, he is expected to bring strong operational rigour and creative vision to NDTV’s latest foray.

The company, in its official note to the Bombay Stock Exchange (BSE), described the launch of NDTV Alive as a strategic step to tap into India’s burgeoning demand for curated, immersive, and live entertainment offerings. With the experiential sector seeing strong tailwinds—especially among younger, urban audiences and emerging Tier 2 and Tier 3 markets—NDTV Alive aims to be a credible and culturally resonant player in the space.

The SEBI-compliant disclosure also included a reference to Annexure I containing additional regulatory details on Shaw’s appointment, in line with SEBI’s Master Circular No. SEBI/HO/CFD/PoD2/CIR/P/0155 dated November 11, 2024.

This move comes at a time when media companies globally are looking to blend content with community through formats that are not just watched, but lived. For NDTV, which has long been seen as a trusted brand in broadcast and digital news, this marks a bold pivot into becoming a creator of real-world cultural moments.