In a strategic move to diversify its revenue streams and tap into India’s rapidly expanding experience economy, NDTV has announced the appointment of media veteran Rahul Shaw to lead its newly launched experiential business. The new vertical, officially named “NDTV Alive,” will bring together journalism, immersion, and cultural imagination through a range of public forums, festivals, creator-powered tours, knowledge summits, and new event intellectual properties (IPs).
Rahul Shaw joins NDTV as the Chief Experience Officer, bringing with him over 30 years of extensive leadership across various media domains including print, television, general entertainment channels (GECs), sports, radio, and brand activations. His appointment, effective June 24, 2025, positions him as a Senior Management Personnel, reflecting the importance NDTV places on this new venture.
Prior to joining NDTV, Shaw served as the CEO of TV Today Network’s Hair Care Business at Marico Limited (though other sources indicate he was CEO of TV Today Network overseeing flagship channels like Aaj Tak and India Today Television, and more recently, Head of Stage at India Today Group, their experiential arm), where he was instrumental in expanding the group’s on-ground activation capabilities and turning around legacy channels. He is widely credited for pioneering innovations like virtual advertising and is the architect behind successful live properties such as Sahitya Aaj Tak, a prominent literary platform, and the Yo Yo Honey Singh Millionaire Tour.
NDTV’s entry into the experiential business comes at a time when India’s organized events and experiential segment is projected to grow significantly, with a 19% Compound Annual Growth Rate (CAGR) and an expected market size of ₹202 billion by 2027. The company recognizes a shift in audience behavior, where people are increasingly seeking engagement, community, and curated experiences beyond traditional content consumption.
In his new role, Shaw’s mandate is ambitious: to create flagship IPs, immersive formats, and large-scale, public-facing experiences that reach deep into Tier 2 and Tier 3 India. These regions, as NDTV highlights, are witnessing a growing demand for discerning and experience-hungry formats that match their rising ambitions.
Rahul Shaw expressed his excitement about the new role, stating, “NDTV is a brand that’s etched in public memory – for its trust, its poise, its sharp journalism, and for always being ahead of the curve in innovation. Today, we have an opportunity to extend that credibility into the world of immersive experiences to create conversations that are not only seen but felt. The audience today isn’t just looking to attend. They want to engage. And this is where the experiential business at NDTV comes in as a platform that delivers on that promise.”
Rahul Kanwal, CEO and Editor-in-Chief, NDTV, added, “Over several years, I have seen first-hand Rahul Shaw’s aggression and ambition and his ability to think and act big and bold. Shaw’s entry is a major force multiplier for NDTV at this stage in the journey of the business. I am extremely bullish on the prospects of the experiences economy and confident that NDTV can be a key player in this fast-growing vertical.”
This move by NDTV not only signifies a diversification of its business model beyond traditional news broadcasting and advertising but also a strong commitment to shaping the future of media consumption by creating real-world, engaging experiences for its audience.
Key Highlights:
- NDTV has launched a new experiential business vertical, “NDTV Alive,” and appointed media veteran Rahul Shaw to lead it as Chief Experience Officer.
- This strategic move aims to diversify NDTV’s revenue and engage audiences through public forums, festivals, knowledge summits, and new event IPs, leveraging India’s booming experience economy.
- Rahul Shaw, with over 30 years of media leadership, will focus on creating flagship IPs and large-scale immersive experiences, particularly targeting growing audiences in Tier 2 and Tier 3 Indian cities.
- The initiative reflects NDTV’s commitment to extending its brand credibility into real-world experiences, fostering deeper engagement and capitalizing on the shift in audience preference for interactive content.