Television

India TV getting serious about news?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/01/09/IndiaTV1.jpg?itok=xiiihRsx

MUMBAI: Frequent allegations of sensationalist journalism notwithstanding, India TV has managed to stay at the top of its game, what with veterans like Rajat Sharma associated with the Hindi news channel.

And now when the channel is in the middle of a refresh to let people know it has become serious about the news business, what better than ?Brand Sharma? to lend credibility to the exercise.

As India TV MD and CEO Ritu Dhawan puts it: ?Till recently, audiences were more interested in non-political and ?popular' content, so we were catering to that. Now with elections and various other news events, the flavour of hard news is back, so we have refreshed our programming completely. Today, the number of news stories on India TV is more than that on any other news channel. With Rajat Sharma leading the pack and Q W Naqvi at the helm of affairs, our viewers can be assured of the most accurate and responsible news reporting, which will further cement our leadership position in the Hindi news genre.?

In fact, the channel?s reliance on Sharma?s popularity emanates from a position of knowledge wherein it actually commissioned research to find out how best it could highlight its repositioning. ?One thing that came out very clearly is that ?Brand Rajat Sharma? riding on the credibility it brings in, will have a towering effect on ?Brand India TV?. It further suggested that people may like to see that connect personified both in terms of communication and programming. And so, not only is the editor-in-chief back on prime time news with his daily analysis show, Aaj Ki Baat Rajat Sharma ke saath, he is also the face of the brand campaign,? reveals Dhawan.

Indeed, as part of the revamp, India TV has embarked on an ambitious, six-week-long marketing campaign which leverages Sharma?s popularity with the audience. The first leg of the campaign will run for 21 days across Hindi speaking markets like Mumbai, Delhi, Agra, Lucknow, Allahabad and Gorakhpur. Life-size images of Sharma will adorn hoardings and billboards across these cities as well as digital ports at arrival and departure terminals in Mumbai, Delhi and Kolkata.

The banners focus on Sharma?s pensive expression along with the words, ?You, me and India TV ? let?s change the face of the nation? and have been designed by Saints & Warriors, one of the three creative agencies that were short-listed for the job.

?Three agencies made it to the final short-list for the job, basis what they had presented in response to the brief given. Eventually, Saints & Warriors was chosen for the assignment, basis further discussions with them. Their credentials, clarity of thought, and extended execution sampling helped us clearly decide in their favour,? informs Dhawan.

Working on ad placement on news websites by geographically targeting them to suit audiences is Agency Ecosystem by Amar Ujala, which has a target to reach 35 million impressions through websites like Dainik Bhaskar and Amar Ujala. ?We have tried to keep a close leash on expenditures. The first leg of 21 days of the campaign is to the tune of Rs 5.5 crore,? reveals Dhawan.

It is learnt that the revamp is not only to tone down sensational news but also because of the increase in the number of news channels which has led to severe fragmentation of viewership. While India TV was launched at a time when its competitors could be counted on one?s fingers, it now has several competing channels swimming in the same pond. ?With so many new and small channels taking up a large percentage of the market, it has become a highly competitive space so the brand refresh was done to mainly maintain our viewership,? a source from India TV tells this website.

Whatever the reasons for the refresh, it?s just two days since the campaign has kicked off and people are getting used to the posters of Sharma in his signature pose with folded hands. What remains to be seen however is to what extent Sharma will help change people?s hitherto perception of India TV.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/19/vikrant_0.jpg?itok=0MQn6rL1
Dream11 aims to increase user base with Hero ISL season 5: Vikrant Mudaliar

Hero Indian Super League (Hero ISL) season five is just around the corner and Dream11 being the official fantasy football partner and home to more than four crore fantasy sports fans is looking to capitalise on the championship buzz to expand its user base.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/17/ap_0.jpg?itok=h0e86FkS
Pet Tales with Mindshare's Ruchi Mathur

Animal Planet is celebrating the bond that humans share with animals through this heartwarming series called ‘Animal Planet Pet Tales’ on the special relationship that India’s top media executives share with their pets.  What’s your favorite pet movie? I don't really have a favourite pet story as...

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/19/mn_0.jpg?itok=rYGA8Wvw
MN+ launches ‘Wings of Change’

MN+, the Gold Class of Hollywood movies, launches a specially curated property ‘Wings of Change’ to celebrate women who have created a paradigm shift in the world of cinema. Starting September 21, 11p.m on MN+, the eight-week property, ‘Wings of Change’ will feature movies starring some of the most...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/19/aaj-tak.jpg?itok=AUY4V9ha
Aaj Tak announces the launch of ‘Saare Jahaan Se Sachcha’

Launch Platform includes the first ever News Roadblock on Aaj tak Prime Time

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/19/naap.jpg?itok=1TV5bcFs
Teleshopping market sees growth ahead

Since the inception of television home shopping industry in India in the 90s, it has come a long way as compared to the time when the segment was associated with ‘magical’ products, impractical promises or dubbed English slots.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/camp.jpg?itok=Eh67R1fK
iTV Foundation organizes free day-long health camp in Karnal

Haryana Chief Minister Manohar Lal Khattar on Monday inaugurated iTV network foundation's free health camp which was held in Karnal, Haryana and lauded the initiative taken by the group. Speaking at the event, Manohar Lal Khattar said that their objective is to increase the number of doctors in the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/kids_0.jpg?itok=otInOyzM
Viacom18 dials up its kid’s ecosystem - extends the KidZania association to Mumbai

Viacom18, India’s fastest growing media & entertainment network is all set to extend its association with KidZania to Mumbai.

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/raj.jpg?itok=_J83VD2q
Rajiv Mathrani joins Star Sports as chief marketing officer

Star Sports has appointed Rajiv Mathrani as its new chief marketing officer (CMO), a source close to the development has confirmed to Indiantelevision.com.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/18/ibf.jpg?itok=fE9MgDPX
IBF rejigs board; appoints VPs to steer key objectives

The board of directors of the Indian Broadcasting Foundation (IBF) has unanimously appointed Siddharth Jain, Rajat Sharma, Sudhanshu Vats and K Madhavan as the vice-presidents to broadbase and liaise with the government and other stakeholders for the sectoral growth.

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories