India TV transforms, brings back Aaj Ki Baat

MUMBAI: The change has been much awaited. Ten years in the news business and now one of India’s most popular Hindi news channels, India TV, has decided to undergo a complete makeover. Starting today, the channel will adopt a completely new avatar.

Taking advantage of the election frenzy going on in the country, the channel has decided to incorporate several changes to itself. The logo, designed by DY Works, has been made crisper with the orange globe in the centre. DY Works is a is a brand strategy and brand design firm in India and has done creations for names such as Yippee noodles, Dabur, Bar One, Lakme, Amul, Mahindra, TATA, Nestle, Britannia, Godrej and many more. According to sources, the logo design might have cost Rs 10 to Rs 13 lakh. US based packaging firm Renderon Broadcast Design has created the new look. Some of its previous clientele include Fox News, NBC, China’s CCTV News and CNBC Awaaz. The company’s website says has taken into account the channel's current market perception and made changes to allow for the new positioning to come across clearly.

A new double story set type of presentation has been adopted, designed and executed by Broadcast Design International (BDI). Former BBC Lighting Director Mike Baker did the lighting for the new set. BDI’s stunning client list includes Bloomberg News, CNBC, Comcast, Fox, RTL, The Times Group, BAG Films and Sakshi TV. Even the microphones have been given a touch up by Germany based Schultze- Brakel that specializes in creating and designing on microphone windscreens. Microphone IDs of leading names such as Reuters, BBC, RT, UTV etc can be attributed to it.

The erstwhile popular show hosted by current India TV chairman and editor-in-chief Rajat Sharma called Aaj Ki Baat - Rajat Sharma ke Saath will make a comeback. The whole editorial team has been refreshed along with the look of the channel.

Capturing the revamp, India TV MD & CEO Ritu Dhawan said, "It is the result of months of seamless planning and execution by all involved with the refresh. The channel will soon launch a 360-degree marketing campaign to promote and reinforce the rejuvenated look and feel, programming and packaging. The campaign will elaborate and capture the thought and philosophy behind the revamp across mediums."

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