Mirror Now & govt working together on public issues without yelling, says Faye D'souza

MUMBAI: Mirror Now, one of the newest English channels, has not done any marketing since its launch around six months ago. Covering all Indian cities, Mirror Now claims to have got a good response especially from Bangalore and Chennai.

The channel and the government are working together on public issues. "The central, Maharashtra and Karnataka government are working closely with us on public issues," says Mirror Now executive editor Faye D’Souza.

"Our strongest markets are -- Mumbai, Chennai and Bangalore. And, we have beaten our internal target a lot faster -- the target set for a year has already been completed." "We don’t yell, but ask tough questions politely," she asserted.

Speaking to, she said, “We are introducing shows and working on new concepts. We are working on morning primetime from 7-10am, early evening prime time 5:30pm onwards. Our disruptive shows will be on our late prime time shows -- from 11pm -1am."

Talking about content, D’Souza added, “Stories are coming from across India. We get 25-30 calls/hour during our prime time shows." To a question she said, "Despite being a small team of 25, our content speaks louder than marketing, the ratio being 95:5."

About measuring success, the executive editor says, "I look at two yardsticks, first one is numbers from the BARC India point of view, and secondly what type of response you are getting from the social media."

On the marketing front, she said: "We didn’t launch it on a large platform, having marketing campaign across the country even as, being a Times group channel, everything was available to us."

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