Mirrow Now aims to engage viewers in 34-36 urban cities

MUMBAI: A short-term void is being turned into an opportunity. Times Network seems to be upping its news game with more, distinct and differentiated channels, creating more intellectual properties, with the involvement of the most critical stakeholder – the viewer. Strategies and leadership at the network have seen a significant change in the last few months which has enabled them to achieve sustainable growth despite growing competition in the news space. 

With Mirror Now reaching to 3,65,000 viewers per week in five weeks and Times Now leading the general news category week by week, the nation’s most affluent television network is geared up for another successful year. “Mirrow Now’s aim is to involve and engage the viewers in the 34-36 urban cities with a million-plus population in India,” Times Network MD and CEO MK Anand told

Mirror Now, which claims to have a relative percentage growth of 6% since its launch on 22 March, is committed to making lives better for the people of the nation each day. Being a channel which takes up the consumer’s issues and discussing and analysing government policies which directly impact the common man, it is differentiated by its content. “Discussing the everyday issues of life, from crime and corruption to roads and traffic congestion and to grave issues such as women’s safety, Mirror Now aims to demand accountability from powers that can drive improvement,” Mirrow Now editor Faye D’Souza said. Her distinctive news reporting with the ability to simplify complex concepts with ease has made every news story impactful. 

With an aim to mobilise and actualise the plans, Mirror Now takes into consideration the citizen’s opinion to look for an opportunity for action and ensures accountability at all levels. Mirror Now is striving to work on the agenda for change and works towards giving better living conditions to the citizens of India. "We would actually track how much time it takes for an office-goer driving from Churchgate or Bandra to reach his home, say, in Borivali -- and bring this to the notice of the concerned authorities," D'Souza said.

The channel has already started making the difference that it set out to make with a lot of results driven through impactful stories on Mirror Now. As viewers relate to stories that have closely have a bearing on them -- physically and emotionally, Mirror Now is aiming to reach the ideal average viewership per week required to stabilise a channel (4,50,000 – 5,00,000). To a question on a general lack of rigorous follow-ups of news stories, Anand reassured that all the critical stories were being definitely followed up.

Discussing threadbare and questioning policies that impact people at the city-level and taking up the real-life issues of the common man is uncommon on a national English channel. Mirror Now seems to be doing just that.

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