NDTV has appointed Meher Bajwa as Editor of NDTV Good Times, handing the lifestyle and entertainment brand to an editorial leader known for digital publishing and cross-market media operations. The move is part of a wider effort to grow Good Times beyond linear television and into digital, social and emerging platforms.
A digital-first editorial brief
Bajwa joins from Travel + Leisure India & South Asia, where she was Editor-in-Chief and worked on digital expansion, editorial evolution and experiential properties. She earlier served as Deputy Regional Director, Digital Operations, Asia at Hubert Burda Media, overseeing markets including India, Hong Kong, Malaysia, Singapore and Thailand, and was Newsroom Director at Microsoft News, managing editorial operations across 16 countries and a newsroom of more than 140 editors and journalists. Her career also includes editorial roles at Maxim and Cosmopolitan.
At Good Times, her mandate is clear: lead editorial vision and content strategy while building original intellectual property, deepening digital and social engagement, and creating new storytelling formats across lifestyle, travel, food, fashion, culture and contemporary living.
Why this matters for marketers
NDTV is treating Good Times less as a television channel to protect and more as a content brand to reimagine. Rahul Kanwal, CEO and Editor-in-Chief of NDTV, said the brand has “strong equity and a loyal audience,” and that the network sees an opportunity to reimagine it for a new generation. That phrasing points to a multiplatform rebuild rather than a programming refresh.
For marketers, the signal sits in the brief. Lifestyle media earns attention when it moves fluidly between editorial content, social conversation, influencer programming and brand-funded formats. Bajwa’s focus on original IP and new franchise formats points to more branded content, experiential extensions and platform-native storytelling—inventory that advertisers in travel, food, fashion and culture typically want. That combination of editorial ownership, regional digital operations and global newsroom scale is exactly the kind of profile networks look for when they want to turn a legacy channel into a multiplatform brand.
The playbook Good Times is signalling
This is a classic brand-extension move: keep the heritage and emotional equity, change the distribution. The opportunity is new audience data, fresh formats and richer brand partnerships. The risk is that legacy loyalty does not automatically transfer to short-form social feeds; the brand will need to earn relevance platform by platform.
What to watch
- Original lifestyle franchises built for digital and social distribution, not simply TV slots.
- New brand collaboration formats across travel, food, fashion, culture and living.
- Engagement benchmarks for Good Times on YouTube, Instagram and connected platforms.
Bajwa described lifestyle content as increasingly about “culture, experiences, aspirations and the stories that shape modern living,” and said audiences want content that is authentic, relevant and engaging across platforms. Her appointment signals that Good Times plans to compete for that audience with platform-specific formats, not repurposed television.
For advertisers, the short-term action is to understand where Good Times plans to build its new formats. Early conversations about sponsorship, co-created franchises and platform-native content are more likely to find alignment while the strategy is still being shaped.
Source: MediaNews4U
