MUMBAI: The Prannoy Roy-promoted NDTV Ltd, which last month announced the formation of NDTV Ventures to start a slew of TV channels, including a Hindi general entertainment channel, has begun making its moves on that front.

As a first step towards launching a Hindi entertainment channel, NDTV today announced its partnership with filmmaker Karan Johar's production company, Dharma Productions.

Karan Johar will be on the board of NDTV's Entertainment company, and Dharma productions will hold an equity stake in it. Queried about the nature of the stake Johar would hold, NDTV’s chief executive for growth and strategy Vikram Chandra said it would be as sweat equity.

Johar's role has been defined as helping originate concepts and new programming ideas for the channel. Johar will also function as an ambassador for the NDTV entertainment brand.

Dharma Productions will produce shows for NDTV's Entertainment channel, and the channel will have first right of refusal on any programmes that it produces for television.

Speaking on the new alliance, Johar said, "For me this partnership between NDTV and Dharma Productions is not just a professional association... it's a family bonding and I believe in the power of the family! What a family can do together no individual can do on his own. This family is going to be at a TV screen near you, creating all the celebration possible. So please watch NDTV emerge as the leading entertainment channel of the country and this is not just a projection ... this is a guarantee."

The NDTV Entertainment channel is being launched as part of NDTV's expansion beyond the news.

Karan Johar and Dharma productions have produced major blockbusters such as Kuch Kuch Hota Hai, Kabhi Khushi Kabhi Gum, Kal Ho Na Ho and Kabhi Alvida Na Kehna.