A high color purity red emission is obtained in Pr3+ activated NaGdTiO4 (NGTP) materials. The International Commission on Illumination (CIE) chromaticity coordinates are calculated to be 0.663, 0.337, which are very close to the National Television System Committee (NTSC) red color 0.67, 0.34. The good color coordinates are due to intensive quenching of 3P0-3H4 emissions through the metal-to-metal intervalence charge transfer. Interestingly, the high color purity red emitting is observed not only under UV light excitation but also under low-voltage cathode ray excitation. The results indicate that NGTP may have a potential application in field emission displays.