Aaj Tak preparing for a makeover

NEW DELHI: After having caught the fancy of the middle class and set new trends in news watching, arguably countries subse tez channel, Aaj Tak, is now preparing for a makeover. Reason: target newer set of viewers and become classy.

According to sources in the Aroon Purie-controlled TV Today Network, the parent organisation for Aaj Tak and English sibling Headlines Today, preparations are underway to give the Hindi news channel a new look, which would include programming and on-air changes.Though a date hasn't been fixed yet for the changes to be effected, but the sources indicated it's likely to happen some time in September.

What are the changes that are being contemplated in Aaj Tak? Details are being closely guarded, but news bytes filtering out of the organisation indicate that news anchors, presenters, reporters and programming line-up would all undergo changes to present a more upmarket look and feel.

Without taking names, the sources hinted that Aaj Tak's brand positioning (unlike that of, say, NDTV India) has been that it is a product for the masses and which has yielded tremendous dividend. But it is now increasingly felt that the time has come to even tap the `class', apart from the mass.

Keeping this basic theory in mind, the changes are being planned, which may also include getting some hipper-looking news anchors on to the channel and that may herald the arrival of new faces and also return of some more old guards.

Meanwhile, Aaj Tak is also exploring furthering its ties with Sony Entertainment TV's flagship channel, Sony, for marketing alliances, which would include cross-promotions on some popular programmes on both the channels.

For example, Aaj Tak's health programme, Subse Fit, has featured some artistes from Sony's popular soap Saakshi and, in return, Aaj Tak's pop-ups have appeared during the airing of Saakshi.

Now, Aaj Tak is looking at ways how such initiatives could be taken forward that may entail weaving in references to Subse Fit on Aaj Tak in the storyline of other Sony serials like Jassi or Aayushman.

It's action time at Aaj Tak because only the subse fit would corner viewership and advertising revenue, even though NDTV India has been constantly snapping at Aaj Tak's heels.

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories