In 2007, NDTV began diversifying into the general entertainment and lifestyle broadcasting industry. The company founded the subsidiary of NDTV Lifestyle and launched the first lifestyle channel in India called NDTV Good Times on 7 September 2007. Following the launch, Smeeta Chakraborty, who was appointed as the CEO of NDTV Lifestyle announced that the company would be looking into expanding in other language markets and intended to launch three to five new channels within the next 2 years. NDTV Lifestyle also entered into an agreement with the United Breweries Group for a branding tie-up between the Kingfisher lager and NDTV Good Times.