After building a strong presence in the Bengal and Maharashtra markets, ABP is all set to launch a Punjabi news channel. This is the first big development after the STAR and ABP split that took place a few months back.
Confirming the news, a source close to the development said, “ABP is planning to launch a Punjabi news channels in couple of months and the recruitment for the same is currently going on in the Chandigarh office.”
Regional is becoming the new national for many news channels as the market is growing in the regional domain. After consolidating themselves on the national level, national channels look to gain further leverage by launching on regional platforms.
ABP will have to contend with players such as PTC News, P7 News and Raftaar News in the Punjabi news channel space.
Expressing her views on the latest move of ABP, Surbhi C Murthy, Vice President, Allied Media said, “They are doing very well and it is good to expand beyond the Bengal and Maharashtra markets. Regionalisation is always good for any news channel. A person sitting in Punjab is more interested in the news happening nearby rather than national news. From the market perspective, it is a great market to invest in; regional is a goldmine because regional is the real India.”
On a different note, Janardhan Pandey, Associate Vice President, DDB Mudra Max called this a “routine kind of expansion”. According to him, “Though this might not be a game changer, it could give ABP a new territory to experiment with.”
Commenting on the market, he said, “The Punjab market is well covered by the Hindi and English language news channels. It is not a language biased market as can be seen in the case of print media, where more revenues go to Hindi newspapers than Punjabi newspapers.”
With the digitisation process underway across the country, entering Tier II markets have seen a momentum and more regional launches are expected in the coming days.