MK Anand upbeat about Times Network’s revamp

GOA: Times Television Network has revamped itself as Times Network with a new tagline - ‘Now or Nothing’ and a new logo. The new logo will sport a pyramid with a red dot on the top.

It may be recalled that was the first to report about Times Network's re-branding plans.  

The network has five different channels under it, which were launched in different period of times. Of the five channels, apart from ZoOm all the other channels end with Now - Times Now, Romedy Now, Movies Now, and ET Now. “That's where the 'Now or Nothing' tagline comes from,” informs Times Networks CEO and managing director M K Anand.

“We have strong branches but the trunk needs to be strengthened and the revamp is to ensure that. Moreover, we don't want to restrict ourselves as a television network only. Hence we decided to break a few boundaries and expand. Our new logo is a pyramid, which signifies the population of the country and the red tip on the top is our target audience. This will ensure that everyone in the network will have the same corporate identity. All the brands should complement and respect each other in the network. ‘Now or Nothing’ is a credo that we have been following since inception. It’s just that we made it a network motto,” Anand says.

Every revamp comes after detailed research and analysis and has the ability to impact and change consumer behaviour and consumption patterns. When queried about this, Anand tells, "Firstly, the change of the network’s logo won't leave an impact on the channel’s creatives. Here the consumers are trade, advertisers, DTH companies and MSOs and not the viewers. The most important consumer of this revamp are our 1000+ employees, who now know that they are no longer an employee of a particular channel, team or floor but a member of the entire network.”

Anand goes on to say that Times Network would soon be launching the Times Now app, which will have both broadcast content and fresh content. “This is a serious attempt from our side to establish ourselves on the digital platform. In three months’ time, we are planning to launch the app with an aim to be a leader in that fraternity too,” adds Anand.

A presence on the digital platform with apps has almost become mandatory for most networks. However, the revenue model for these avenues remains a challenge. “How much ever we might want to adopt a subscription model for our digital platforms, it is currently not possible due to technical deficiencies and consumer behaviour. Hence we will follow the advertising revenue model,” asserts Anand.

Times of India already has an app, which offers news updates. Now with the launch of the Times Now app, will the two compete with each other? To this, Anand says, “Yes we will and there is no problem in that. Our app will have more videos but yes we will also provide news and if that means competing with the Times of India app, we will."

Speaking about BARC’s roll-out of television ratings data by the end of April, which also means the end of TAM’s tenure, Anand says, “The statistics won't have much of an impact, nor will it turn out to be a game changer. Instead of one, now the other will conduct the survey. Having said that, I was initially concerned about structural changes and new figures that would be rolled out by BARC. However, it has now been cleared that the structure will be the same but the sample size has definitely increased. I don't think we will see a ‘ratings dark’ period. Not receiving ratings for a week or two is not likely to leave too much of an impact."

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