KOLKATA: Re-branding is not new to the world of media; brands across sectors undergo the change on various accounts – to catch the target group’s attention, due to mergers or just to give a facelift.
The latest to join the bandwagon is TV18 Broadcast. Part of Network18 Group, the network has various regional news channels under its umbrella.
Come April, next year, and ETV news channels will be known as News18, as per the agreement between the TV18 Group and the erstwhile owner, Eenadu Group, an ETV insider revealed.
Also, TV18, which has acquired 100 per cent interest in the regional Hindi news channels namely ETV Uttar Pradesh, ETV Madhya Pradesh, ETV Rajasthan and ETV Bihar will be known as News 18 UP, News 18 MP, News 18 Rajasthan and News 18 Bihar, respectively as per the agreement.
ETV Network’s head when contacted on the same, confirmed the development. “Till March 2015, TV18 group would use the old name and logo. But from April 2015, the logo and name of the channels will change,” he says.
However, Viacom18 executive vice-president Ravish Kumar refused to comment on the same.
Incubators Group CMD Kaushlendra Singh Sengar highlights that one of the key strengths of ETV channels’ is their ability to attract and retain loyal viewers. And TV18 is confident of taking these regional channels to even greater heights with its strategic inputs, improved content/programming strategies and operational synergies. “If the ETV channels are re-branded as News18, it will be a good move since TV18 has a bouquet of leading television channels under its umbrella.”
Recently TV18 completed its acquisition of ETV Bangla.
Sengar adds, “As part of the deal for acquisition of ETV channels, Network18 and TV18 have also entered in to a Memorandum of Understanding (MoU) with Infotel Broadband Services (Infotel), a subsidiary of Reliance Industries. Under the MoU the companies and their associates will have the right to distribute the content of all the media and web properties of Network18.” he says.
The tie-up with Infotel will enable Network18 and TV18 to build on their first-mover advantage for the distribution of their content through the latest broadband technology.
“The key advantage for millions of viewers will be the ability to enjoy an uninterrupted, high quality, 24-hour viewership, even while they are on the move,” concludes Sengar.