Headlines Today set for competition, rolls out 360 degrees media campaign

MUMBAI: TV Today Network's English baby - Headlines Today may have had a slack start but the channel is slowly but steadily climbing up the popularity charts among the English news channels. And what's more, the Aroon Purie owned network has now rolled out a new ad campaign to generate it's awareness. The campaign, which has been conceptualised by Mudra, will focus on six metros that will have a consistent message across all media and executions.

The channel's ad campaign revolves around the theme of 'News, Crisply told,' as is the motto of Headlines Today. The channel believes that today's urban viewers want short, sharp and crisp news and hence in keeping with this viewer-requirement, Headlines Today refrains from over analysis and undue complexities, while at the same time maintaining accuracy, integrity and speed of news delivery.

The ad campaign will be on for six weeks and the message that will be sent out is that Headlines Today is a channel with a difference. The channel has drawn out various innovations and on ground activities, which consists of a mix of above-the-line and below-the-line activities. Talking about the same TV Today senior marketing manager Rajesh Sheshadri says, "The mass media campaign comprises print, radio and TV films. The print and outdoor campaign would largely act as the launch pad for the campaign. The print campaign will encompass major publications across the country and the outdoor would comprise good mix of high utility billboard/hoarding sites across Mumbai, Delhi, Kolkata, Chennai and Hyderabad. TV and radio will be employed for sustenance at a later stage for creating a strong 'connect' with the overall brand thought." Also the channel is looking at the online medium so as to have an online presence for Headlines Today. Brand sponsorships on is one of the initiatives that the channel has rolled out.

Another innovation is the desktop ticker called 'Newzy', which, once downloaded on to the desktop, keeps one informed about all the major events happening across the globe. 'Newzy' can be downloaded from Sheshadri says, "Newzy will be promoted very aggressively in the coming weeks, thus creating the requisite buzz around the brand."

Apart from promotions, Headlines Today has also tied up with coffee major Barista for an in-outlet contest. This month-long contest, which will be based on the central theme of the campaign, will be spread across the six metros in about 50 Barista outlets.

Another component of the campaign would be in the form of in-store contests based on posters, tent cards and tray mats, through which the channel hopes to create a good brand presence in the stores. The channel is also planning an association with multiplexes and reach out to the younger, English speaking audiences.

In the back-to-back segment, the channel will tap various agencies and media planners through direct mailers and also via an agency contest with the objective of putting forward the brand proposition of Headlines Today to these key stakeholders.

Headlines Today is also planning to tap opportunities in the form of events and properties, with which, the brand could be associated. Asked whether these initiatives would be coupled with other on screen changes, in channel packaging, presentation style and stories etc, Sheshadri says, "There are no major changes planned for Headlines Today as of now. We feel that the look and feel of the channel is right. Content additions, however, is an on-going exercise and that will continue."

While Mudra is the channel's creative agency, the creative duties of the channel will be handled by Maxus.

With all the marketing push, Headlines Today seems to have plunged headlong into the competitive scenario. Talking on the same, Sheshadri says, "While Headlines Today competes with the existing news channels, at an overall market share level, we do have a distinct persona. We are about "News, Crisply Told", which is the essence of the brand and is different from what our competition offers. Headlines Today primarily targets young urban viewers who need sharp and crisp delivery of news, which will remain unchanged."

The channel is leaving no stones unturned to reach out to its audiences via a 360 degree campaign. What remains to be seen is whether it will cut into the pie of English news channels like NDTV 24x7. It's a matter of wait and watch.

Latest Reads
Essel Group engages Goldman Sachs to sell half its stake in Zee Entertainment

Mumbai: 13th November 2018, Subhash Chandra and family along with its advisors met in Mumbai over the Diwali weekend to undertake a strategic review of its businesses in view of the changing global media landscape. The strategic review underscored the importance of technological advancements such...

Television TV Channels GECs
Neville Bastawalla to take over as marketing head of SPN India sports cluster

Sony Pictures Network (SPN) has made some internal changes and handed the responsibility of heading marketing for the sports cluster to Neville Bastawalla, a source close to the development informed

Television TV Channels Sports
Big Ganga Sets up Safe Changing Rooms for Women During Chhath Puja

Riding on the success of multiple initiatives, ZEE Entertainment Enterprise Limited’s No. 1 Bhojpuri Channel, Big Ganga introduces a much-needed social initiative - ‘Ek Kadam Swabhiman Ki Aor’ on the occasion of one of the most popular festivals of the region, Chhath Puja.

Television TV Channels GECs
Most awaited awards of the year - Nickelodeon Kids Choice Awards 2018 is back, bigger than ever!

It’s time to blow the trumpets and roll out the orange carpet for Nickelodeon Kids Choice Awards 2018.

Television TV Channels Kids
Zee TV leads GEC urban in BARC week 44

Zee TV that was on the fourth position in the previous week climbed to the second position in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 44 of 2018.

Television TV Channels Viewership
Anushka Sharma joins hands with Discovery to promote Tiger Conservation Movement

Leading Bollywood actress Anushka Sharma has joined hands with to promote a global awareness movement to save tigers from extinction.

Television TV Channels Factual @ Discovery
Shemaroo Entertainment brings back the Golden Era of Nimmiji

Shemaroo Entertainment’s retro music channel Filmi Gaane launched a compilation of 35 songs of 1950’s veteran actress Nimmi by the name “SUPERHITS OF NIMMI - The Vintage Beauty”.

Television TV Channels Music and Youth
Star India publishes RIO as per TRAI tariff order

After Supreme Court of India gave the verdict in favour of Telecom Regulatory authority of India (TRAI) in the tariff order case.

Television TV Channels GECs and CNBC-TV18 break new ground with launch of educational web series — Mutual Funds Simplified, the premium financial news digital platform, and CNBC-TV18, India’s No. 1 business new channel, will launch a new digital series named “Mutual Funds Simplified” on November 13, 2018.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories