It's probably the first genuine, authentic lifestyle channel. It is also, almost certainly the first branded channel. When NDTV decided to launch a leisure-feel-good channel for the Indian viewer who has enough time and money to spend on leisure and feeling good, it looked around for the one person who epitomized the meaning of both. It didn't have far to look: it gazed into the sky and lo and behold, it's a bird, it's an aeroplane, no it's Vijay Mallya. Put the two together and what do you get? NDTV Good Times – with a Kingfisher perched on its left hand upper corner (that's Mallya).

Of course, the union didn't happen quite like that but you know what we mean. From 7 September, 2007 the new free to air channel will be with you, for you, always. It will be in English – at least to begin with – 24 hours a day, with approximately 5 hours original programming every day.

For content, it offers you morning yoga and dancing (some people do you know) with instructors who don't look like they need either, followed by shows on travel, food, gadgets, interiors, talk, fitness, fashion and luxury items such as beautiful bungalows and the accessories that go with it, to say nothing about the latest palace on wheels (the vehicular kind).

One of the most important facets of a lifestyle channel is the people who present it – the faces of the channel.

They need to be stylish but understated, very comfortable with themselves and their surroundings and possess a way with words and a sense of humour, that will make the job of watching and listening to them enjoyable.

Anchors chosen for Good Times, include Rajat Kapoor (Lounge), Yudi (The Great Indian Love Challenge), Arun Chuppa Rustam Thapar (Spectacular Spas For Men ), tech guru Rajiv Makhni (The Next Big Thing), Devika Anand (Travel) and mistresses of the spices Madhu Mahi ( Cooking Isn't Rocket Science). All of this will remind you strongly of Discovery's Travel & Living, which has got to be an inspiration for Good Times. And from the preview of the channel, you cannot mistake the resemblance.

However, Smeeta Chakrabarti, CEO NDTV Lifestyle, says that Good Times will appeal to Indians with ``its Indian perspective''. It is tailored to meet the requirement of people (mostly the young) who want to live a rich and beautiful life, made in India, or at least with what's available in India.

Banking on the fact that India's population grows younger every year and wealthier (in the upper brackets), Good Times believes it's on to a good thing.

Well, we will soon find out. Meanwhile, the riddle of tying the knot with Kingfisher is still to be solved. Why would such a strong media brand wish to share its space with a bird? The money, stoopid. We'll have to wait and see whether it pays off.