MUMBAI: When Vinod Kapri quit as India TV’s managing editor and joined News Express as the network’s editor-in-chief and CEO, he had firmly decided that he would bring about a turnaround in the channel.
Now two months later, News Express is all set to give itself a polished look starting 25 February.
News Express has a brand new logo in red and blue and a dual tag line ‘We report to you/Fikra Aapki’ in order to communicate that the channel will be pro people.
Similarly, the graphics of the channel will also be designed by an agency that has developed the new logo. The agency will also be working on the new channels planned by News Express. With the new look, the channel aims to be a lot more cleaner and a lot less noisier.
Investigative stories will form the core of the channel. Says Kapri, “We already have tough competition in the Hindi space. We have decided to do three things: make the channel clutter free, focus on investigative journalism and not put up any content which will hurt people or go against basic norms of news coverage.”
Kapri also adds that the aim of the channel is not to be the first or the number one but rather to be the one to present the right news. The focus is on getting new viewers to sample the new look of the channel.
The channel is launching with its first show called Operation Prime Minister. Other shows lined up are Namaskar India, Desh Janana Chahta Hai with Nishant Chaturvedi, Rajniti Black and White with Navin Kumar, Express Election xchange with Satish K Singh and Nishant Chaturvedi, The New(s) Rebel – Ek awaz tark ki with Satish K Singh, Aaj ke Mukhya Samachar with Nishant Chaturvedi and Kapri’s own show Raj Shastra. A special weekly show called Udaan is planned that will be anchored by acid attack survivor Laxmi.
The marketing campaign will begin in the first week of March, once the channel has settled a bit. Owing to elections, Kapri is confident that it will resonate well with the viewers.