NH Studioz, the Mumbai-based rights holder founded in 1980, is taking its catalogue to connected television in a different form: five always-on, free streaming channels on LG Channels in India.
The channels—NH BollyFlix, NH BollyGold, NH BollyRaga, NH Tamil Gold and NH Namo—will be available on compatible LG Smart TVs through LG’s free, ad-supported streaming service. The arrangement uses the FAST model, short for free ad-supported streaming television, in which programmed channels run over the internet rather than through a cable or satellite feed.
What is on the schedule
The five channels are organised by genre and audience, a deliberate move away from a single, search-heavy catalogue.
- NH BollyFlix carries contemporary Hindi films from the 2000s onward, including Pink, October, Kabir Singh and Anjaana Anjaani.
- NH BollyGold turns to older classics such as Sholay, Anand, The Burning Train and Gol Maal.
- NH BollyRaga is built around Hindi film music, including R.D. Burman compositions and Lata Mangeshkar’s recordings.
- NH Tamil Gold spans Tamil cinema from Rajinikanth and Kamal Haasan to Dhanush and Vijay.
- NH Namo offers devotional and mythological titles including Ramayan, Shree Ganesha and Om Namah Shivay.
The company says the intention is to combine the simplicity of traditional television with the reach of streaming. Viewers do not choose from an on-demand menu; they drop into a schedule, with advertising funding the programming.
Why a catalogue is becoming a channel
NH Studioz says it holds a library of more than 5,000 films across 15-plus languages, and distributes to more than 140 countries through over 100 platforms. For a rights holder of that scale, FAST channels offer a way to keep older titles earning attention and revenue without convincing viewers to search for them one by one.
“At NH Studioz, we have always believed that great content never loses its audience, it simply finds new ways to reach them,” Shreyans Hirawat, Head – Film Business & Innovation, NH Studioz, said in a statement. “Our partnership with LG marks another significant leap towards accomplishing this vision.”
Brian Jung, Director, Media Entertainment Solution, LG Electronics India, added that LG Channels now has more than 150 free channels spanning movies, entertainment, music and regional content.
Where this fits
The LG rollout is not NH Studioz’s first FAST move. The company already has a presence on Samsung TV Plus, JioTV, Airtel Xstream, TCL, Swift TV and RunnTV. The LG deal extends that network to a major television manufacturer’s own connected-TV surface, where a channel tile sits close to the viewer’s daily TV habit.
For Hindi cinema audiences, the notable shift is that films from the 1970s and 1980s are being presented as scheduled programming again. That is different from a streaming catalogue: it restores channel-surfing and appointment viewing without requiring a cable subscription.
If you have a compatible LG Smart TV, open the LG Channels app and look for the NH network. No separate subscription is required; the channels are free and advertising-supported.
Source: Passionate In Marketing
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