In a strategic move to expand its presence in the experiential domain, NDTV has appointed media industry veteran Rahul Shaw as Chief Experience Officer, spearheading the network’s newly launched experiential vertical, NDTV Alive. This marks a significant step for NDTV as it diversifies its offerings beyond news and into the booming world of live and immersive experiences.
With over three decades of experience across top media houses including Star India, Zee, Sony, Turner, India Today Group, and BCCL, Shaw brings with him a formidable track record in leadership, brand building, and IP creation. In his most recent role as CEO – TV and Radio at TV Today Network, he oversaw the successful running of flagship channels like Aaj Tak and India Today TV, while also leading groundbreaking on-ground properties such as Sahitya Aaj Tak and the Yo Yo Honey Singh Millionaire Tour.
Commenting on his new role, Shaw said, “NDTV is a brand that has long stood for credibility and sharp journalism. With NDTV Alive, we aim to translate that legacy into powerful on-ground experiences that inform, inspire, and engage audiences, especially in the rapidly growing Tier 2 and Tier 3 markets.”
NDTV Alive will focus on creating large-scale ticketed events, original IPs, knowledge summits, creator tours, and public-facing festivals. Shaw’s appointment underscores NDTV’s ambition to become a major player in India’s thriving experience economy, which is projected to grow at a 19% CAGR and exceed ₹200 billion by 2027.
Rahul Kanwal, NDTV’s CEO & Editor-in-Chief, said, “Experiential storytelling is the next frontier in Indian media. Rahul Shaw’s extensive experience and visionary approach make him the perfect choice to lead this vertical. NDTV Alive will be a key growth driver for us, combining our editorial strength with real-world audience connection.”
NDTV’s foray into the experiential space reflects a broader industry trend where content consumption is no longer limited to screens—audiences today are looking for tactile, immersive, and community-driven formats. With NDTV Alive, the network is set to redefine how stories are not just told, but experienced.
