|
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 cricinfo.com 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 www.newzy.info. 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.
Also read:
Headlines
Today claims to be number two among English news channels
|