Television

India TV getting serious about news?

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/01/09/IndiaTV1.jpg?itok=piuo7mWz

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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Jennifer%20Zaldivar-Clark.jpg?itok=CS2eHKz9
Viacom expands Zaldivar-Clark's role as Paramount SVP - talent

MUMBAI: Viacom Inc. has announced the appointment of Jennifer Zaldivar-Clark as the senior vice president of talent for Paramount Network. In this expanded role, Zaldivar-Clark will oversee Paramount Network’s newly formed talent function and will continue to serve as the SVP of Talent and...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Sandeep%20Gurumurthi_2.jpg?itok=ZejRgvl6
Strong economic logic underpins several events, says Gurumurthi, as ET Now adds new viewer category

Times Network’s business news channel ET Now recently added general news to its coverage. It has broadbased itself in an attempt to offer holistic news for business, hoping to shape the discourse of politics, governance, technology, markets, business and economics in India. The strategy, as Times...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/20/natgeo-dd.jpg?itok=8e3wWIqm
Discovery-like Doordarshan channel recommended to environment ministry

MUMBAI: Doordarshan’s experiments with specialised channels aimed at various sectors did not see the outcome on expected lines. It may, however, come up with a 24×7 channel dedicated to an issue. The third National Wildlife Action Plan (NWAP), effective till 2031, has recommended setting up 'DD...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/19/Sunita_Uchil_0.jpg?itok=xmMsZu2i
Zee Content Hub originals slate for DISCOP SA: First Indian-African drama, lifestyle and factual programmes offered

MUMBAI: Global Content Hub by Zee – the syndication division of Zee Entertainment Enterprises Limited (ZEEL) -- announced its new, original programmes for licensing at the upcoming DISCOP market, in Johannesburg on 25-27 October. Highlights of this year’s portfolio include the new Indian/African...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/kids.jpg?itok=NRJKgGmR
Kids channels ensure strong lineup for Diwali season

Kids channels will hope to grab more eyeballs during Diwali, which also happens to be vacation time for most schools.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/leela.jpg?itok=A8io70Ro
Sony Yay! associates with 'Animals Matter To Me' to make this Diwali ‘Pawesome’

Animals play an integral role in our lives, always showering us with love no matter what. However, in return we humans rarely reciprocate their love.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/purie.jpg?itok=FVJ9-hkm
India Today's Purie says new vice chairperson Kalli has ability to straddle edit and biz functions

India Today Group, which runs news channels -- India Today and Aaj Tak, on Tuesday, named Kalli Purie as the vice chairperson.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/zarbi.jpg?itok=nnbWTo_-
How to build wealth, invest safely: BTVI Conclave telecast tonight

BTVI, an English business news channel, hosted an on-ground version of their successful investment knowledge show Call BTVI. The on-ground ‘Call BTVI Conclave 2017’ saw eminent personalities coming together to articulate their views on the Indian financial market. Tune into BTVI to catch the Call...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/aparna.jpg?itok=z2yDrydV
Sony Pictures Television signs first output feature film pay TV deal with ZEEL

Zee Entertainment Enterprises and Sony Pictures Television (SPT) have announced that the duo has entered into the first pay features deal.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories