Television

News channels undertake moment marketing on PM’s clarion call

Channels broadcasted special programmes in line with the nation-wide initiative

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/04/07/police.jpg?itok=p4iR8IUI

MUMBAI: News channels across genres cashed in on prime minister Narendra Modi’s clarion call to light a lamp as a collective show of resistance to fight the COVID-19 pandemic, by broadcasting special programmes or participating directly in the initiative.

On Friday, PM Modi, during his address to the nation, urged countrymen to demonstrate a collective will to fight COVID-19 by switching off all lights at home and lighting a lamp, candle or turning on the mobile phones’ flashlight on 5 April, Sunday, at around 9 pm for nine minutes.

Lighting up a lamp or candle is considered auspicious: an end of darkness. The prime minister had termed the virus as ‘darkness that engulfs us all’. And, only a collective strength will help the nation to come out of the pandemic, he said during his 11-minute message.

Almost every news channel across the genre came up with the #hashtag campaign and tried to be different from one another. The most eye-catching one was of ABP News Network’s Hindi news channel ABP News’ #9MinuteKiDiwali and #9PMDiwaliAtABP. The channel placed a timer above the bottom band on the left-hand side of the screen for nine minutes.

Times News Network’s English news channel Times Now had the same strategy, but it wasn’t about the nine minutes, but to make viewers aware as to when to participate in the event. The moment the clock struck 9:00 pm at the clock, the timer disappeared from the channel.

Moreover, the network’s news and English entertainment channels curated a special content line-up on-air and across social media, urging viewers to rise to the occasion. It was at the forefront of the event’s coverage with live programming, special guests and ground reports.

The parent channel of the group, Times Now, with #DiyaJalaoBharatJodo initiative, delivered a comprehensive coverage with live inputs reflecting the mood of the people across the nation and hosted a panel of eminent doctors, who answered the callers’ doubts and concerns about the virus.

The network’s business news channel, ET Now, rolled out the special coverage under ‘The 9 PM pledge’. And, another English news channel, Mirror Now, hosted a special show featuring Usha Uthup, Bappi Lahiri and Sonu Nigam, who cheered the viewers with their delightful music.

Similarly, Network18’s Hindi news channel News18 India also had a two-hour special programming line-up Ek Diya Desh Ke Naam. Celebrities such as yoga guru Baba Ramdev, musicians Salim Sulaiman Merchant and singer Harshdeep Kaur, among others, participated. They discussed the power of 130 crore Indian coming together and fighting for a collective cause.

To show maximum coverage of the event, the channel deployed 100 reporters across 100 cities who tried to capture the Indian spirit of camaraderie and strength amid the fight against the pandemic.

Unlike taali Bajao, thaali bajao initiative, TV Today Network kept itself low in terms of campaign and special programming. The network’s both English and Hindi news channels, India Today and Aaj Tak, had #9Baje9Minute hashtag running on TV screens just like #5Baje5Minute during Janta Curfew.

Though there wasn’t any special programming, India Today had a live chat with singer Shibani Kashyap, who sang a self-composed song on the COVID19 during those nine minutes. Aaj Tak showed visuals of people participating in the initiative along with union ministers and Bollywood celebrities.

Going a step ahead that could be termed as moment marketing, Republic Media Network’s English and Hindi news channels, Republic TV and Republic Bharat, switched off their newsroom’s light and each employee was seen holding mobile phones with the flashlight on. The group’s editor-in-chief Arnab Goswami anchored a live show in the dark with only his face being lit up.

Similarly, TV9 network’s Hindi, Marathi, and Gujarati news channels followed suit by switching off their newsroom’s light and making employees hold mobile phones with the flashlight on for nine minutes.

Zee Entertainment Enterprises’ all-Hindi news channels had almost the same programming with the screen divided into four equal parts, one showing anchor, other had yoga guru Baba Ramdev doing Homa at Ganga ghat, third had visuals of people holding lit up lamps and fourth were showing visuals of union ministers participating in the initiative called by the prime minister.

This is the second such event called out by Modi. An exact fortnight ago, the prime minister during one-day Janta curfew urged citizens to either clap or bang utensils (taali bajao, thaali bajao), as a tribute to the heroes who are fighting this deadly virus from the frontline. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/jd.jpg?itok=YudohhRA
Producers in Maharashtra gearing up to resume shooting

MUMBAI: Producers are gearing up to resume production after Maharashtra government on Sunday gave the official sanction in this regard. The government gave green signal for the resumption of film and television shootings in non-containment zones.

Television Production House Film Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/b4u_0.jpg?itok=R-1N_5yh
B4U Kadak celebrates a year full of Entertainment, Entertainment, Entertainment!

Hindi Movie Genre in the Television Space has seen an influx of South Indian movies dubbed in Hindi. With larger-than-life stories the south Indian industry has spurted to a new high in the past few years and played a major role in the content mix of all the top movie channels of the country as...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/zee_0.jpg?itok=LUi3GsKz
Bengal’s Road to Recovery with Notun Disha, a ZEE 24 Ghanta E-Conclave

Zee Media Corporation Ltd.’s regional channel ZEE 24 Ghanta conducted an E Conclave with 7 Ministers on 30 May 2020. Notun Disha, ZEE 24 Ghanta E-Conclave was a continuous 3-and-a-half-hour session with ministers participating from various departments of the West Bengal Government.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/zee.jpg?itok=FCGx33-S
ZEE Keralam resumes serial line-up with fresh content

MUMBAI: After a two-month break, the serials of ZEE Keralam are starting afresh with new content. The seven serials that were already running successfully in the channel will start its telecast from 1 June onwards. Adding to their list of entertaining programmes, ZEE Keralam is also bringing a new...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/zoon.jpg?itok=gt56ZJDC
Zoom TV along with Oaksmith Gold Glasses brings virtual live music concert

MUMBAI: At a time when music enthusiasts are craving live concerts, Zoom TV and Oaksmith Gold Glasses introduced #WeekendLive, one of India’s leading #StayHome concerts that bring renowned music artists to the safety of the viewer’s home. So far, nine #WeekendLive concerts have garnered a...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/Amit_Tripathi-Vikram_K.jpg?itok=gAkFV6_w
Buoyed by Bharatvarsh's stupendous success, TV9 strengthens management team

MUMBAI: Riding on the back of the stupendous success of its national Hindi news channel, TV9 Bharatvarsh, whose viewership share has grown by more than 100 per cent to catapult it to the number five slot ahead of Zee News and News18 India, TV9 Network today announced that it is strengthening its...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/delhi.jpg?itok=B9cIO6yb
TV Today Network discontinues Delhi Aaj Tak

As the pandemic rages on, channels are struggling to survive. Amidst this, TV Today Network announced that the transmission of its Hindi news channel Delhi Aaj Tak will be discontinued from the midnight of 30 June 2020.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/kanda.jpg?itok=FvDXqSy_
Maharashtra allows shooting of TV serials and films

Shooting of films and television serials will soon resume in Maharashtra after the state government on Sunday gave the green signal to the industry.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/31/axn.jpg?itok=LtM52qIH
SPN to discontinue AXN, AXN HD from 30 June

Sony Pictures Networks India (SPN) has decided to discontinue the operations of two of its English general entertainment channels (GECs) with effect from 30 June. The major broadcaster has circulated a letter informing the shutting down of AXN and AXN HD

Television TV Channels English Entertainment

Sign up for our Newsletter

subscribe for latest stories

* indicates required