MUMBAI: It’s already very crowded in the Hindi news genre, but this new entrant believes it can make a difference.
Enter News Nation: the Hindi news channel launched in February, promoted by Newsnation Network, having Abhay Oswal as chairman and veteran journalist Shailesh Kumar as editor in chief.
Targeted at an educated and sophisticated Hindi-speaking audience and offering insights into politics, crime, corruption, cricket and Bollywood, the channel is now preparing to announce its arrival on the Hindi news stage.
While work on News Nation began one-and-a-half years ago, the marketing campaign only started taking shape three to four months back. According to sources, approximately Rs 10-12 crore have been spent on the entire promotional campaign.
Of which, the TVC campaign branded ‘Khabrein Jo Banti Hai Aapki Power’ kicked-off on 18 September and will run till the end of this month on channels including Colors, Star Plus, Sony, Sab, Life OK, Sony Max, Star Gold, Movies OK, Times Now, CNN IBN, ET Now, CNBC TV 18, CNBC Awaaz, NGC, Discovery and Animal Planet. Both TVCs created by McCann Erickson sport a retro look and give the message that News Nation will keep audiences up-to-speed with ‘news they can use’.
With HSM markets in the age group 15+ male across SEC A B and C as the channel’s target audience, advertisements have been placed in key spots during the day such as the popular show Comedy Nights with Kapil on Colors, the Lootera premiere on Sony, and the soon to premiere Once Upon Ay Time in Mumbai Dobaara also on Sony.