Television

Times Network forays into Hindi news with a bid to create ‘New India’

The new entrant Times Now Navbharat HD is led by editor-in-chief Navika Kumar.

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New Delhi: Making its foray into Hindi news, Times Network on Sunday launched its new channel, Times Now Navbharat HD. The new entrant is being spearheaded by Times Now’s group editor Navika Kumar who will lead the editorial mandate and handle the overall management of the channel.

The channel will be available across all the leading cable operators, MSOs and DTH platforms including Tata Sky, Airtel DTH, Hathway Digital, and DEN Digital, said the network. It has also launched an extensive outdoor campaign for promoting the new brand with a positioning- ‘Ab Badlega Bharat, Banega Navbharat’.

“We are not in the race for TRP,” said Times Network MD and CEO MK Anand at the channel launch, adding that 'Times Now Navbharat' is part of the network’s effort to convey people’s correct and accurate message to the government and vice versa.”

“In the world of English news channels, we have been running Times Now with the same resolution for the past 16 years. Issues which we raise at Times Now, they become a topic of discussion among people the next day and reason for a change in the society and political circles. We work tirelessly on such issues and news which are in public interest and also contribute to the welfare of the country and the society. This helps us get TRP organically,” said Anand. “We believe that news has the power to make an impact on our society and also help make it a better place to live in.”

According to Anand a “new India” will emerge only when key and important issues are raised in a right manner, and also when there is a proper communication between people of the country and the government.

The channel was launched with seven prime-time shows hosted by Sushant Sinha, Padmaja Joshi, Ankit Tyagi, and Meenakshi Kandwal. The primetime shows include Rashtravad at 5 pm, Log Tantra at 6 pm, Dhakad Exclusive at 7 pm, Sawal Public Ka at 8 pm, News Ki PaathShala at 9 pm, and Opinion India at 10 pm.

The mega marketing campaign launched across Hindi-speaking markets was conceptualised by McCann Worldgroup India. The network has also unveiled a brand film highlighting the channel’s genesis and brand manifesto written by noted lyricist Prasoon Joshi.

Apart from print ads in leading English and Hindi dailies, the network has launched an extensive outdoor promotion spanning across 400 sites across 19 cities including Mumbai, Delhi, Lucknow, Patna, Jaipur, Dehradun, Indore, Punjab, Raipur and Varanasi. Kent RO System, Century Ply, Radico Khaitan, Vedanta, Medibuddy, Amrita Vishwa Vidyapeetham, Darwin Platform Group of Companies, Mylab Discovery Solutions, Meghdoot Herbal, Kirloskar Brothers are some of the advertisers currently onboard.

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