News channels are using cutting-edge interactive technologies to meet the cut-throat competition in the domain. The mantra lies in captivating audience-attention at all times going beyond the television screen. New Delhi Television Ltd. (NDTV) has pioneered its way into the lives of audiences by making their services available on not just television sets but also via Internet and the voice mode on mobile phones.
After the simultaneous launch of two 24-hour news channels, NDTV 24x7 and NDTV India, a year and a half ago, extensive technological innovations have been put into place to steer ahead of the competition and reach out to the masses by the organisation. “The core strength of NDTV has always been its ability to innovate and we focus on dissemination of information and news through any possible medium,” said Vikram Chandra, Senior Editor, NDTV and CEO of NDTV.com.
NDTV provides news services on mobile phones through SMS, Voice and WAP technologies. While SMS is being used by most of the news channels, NDTV has taken the interactive voice route as a further value-addition. This enables one to listen to the latest news headlines on mobile handsets and also give feedback One just has to dial 6388 on the mobile phone and say ‘news’ to get the voice updates.
Tapping the Internet, NDTV is offering a new service called ‘news ticker’. This is downloadable on PCs from the NDTV website, www.ndtv.com. This free service creates a dynamic icon on any desktop, which can be clicked to get up-to-date information on latest news, cricket scores, videos, movies, travel packages and recipes.
“We have used Internet and especially mobile phones to reach out to audiences, as we want to keep in contact with them through any medium available,” said Chandra. Talking about future initiatives, he said that NDTV is ready to take up any new vehicle to impart information in order to continuously minimise the gap with target audiences.