New format ToI gets mixed reaction from TV & media professional

Readers in Mumbai were surprised to see a smaller The Times of India greeting them on the morning of 15 May. The Old Lady of Boribunder - the most powerful publication in India's commercial capital - shrank in size keeping in line with trends internationally. That the bastion of Indian newspaper publishing has had to change means a lot to media and television professionals and to readers. spoke to a cross section of television, advertising and media professionals to get their views on the new format. The result: mixed reactions. Read on:

"I don't like the new format at all. I don't know what it wants to be: a newspaper or a tabloid. Anyway, it was packed with ads. Now it appears to be even more so. There is so little to read. I would like to switch to another paper which is working hard on editorial like Asian Age or Indian Express, but my kids want to read Bombay Times. It has put me off totally."

Mukesh Sharma


DD Mumbai

"It will take time getting used to. I believe a new rate card is expected which can only mean rates will go up further. The per column width of the paper has gone down, hence ads that I will place in the paper will get less space. So even if the rates do not go up, I will still be paying more for the same cc ad. I expect an ad's impact to go down further."

Jasmine Sohrabjee



Grey Worldwide

"The raddi (resale) value of the paper has gone down with the new format. A reader will have to sell more newsapers to get the same kilo weight from the paper mart. I like the look though. And yes I agree that you will get less space for your ad. I also notice that ear panels are gone. Nobody really gives a damn that there's less to read in The Times of India. I really love the campaign, Mohammed Khan's done a great job. It's a sexy campaign, saying its sexier."

Sandeep Nagpal


Stratagem Media

"I hate it. It's terrible. Totally unimaginative. It's a cheap way to save money. It lacks volume. It lacks depth. It has no personality. I believe it's a pathetic attempt to sell a newspaper saying its sexier."

Ashok Mansukhani

Executive Vice President - Corporate Services

Hinduja TMT

"I like the format. Easy to read in the train. It's the same, just size is smaller."

Praveen Shrikande


Hathway Cable & Datacom

"I like it. It's easy to hold. It is the international standard. It's handleable. I hope it does not become like the New York Times with a number of segments and segments and lots of ads with very little content."

Anupama Mandloi

Director - on-air programming

SET India

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