Top Story

e4m_logo.png

Home >> Media - TV >> Article

‘I will create an unassailable lead’

16-February-2004
Font Size   16
Share
‘I will create an unassailable lead’

Change means constant in Aaj Tak New Director Q W Naqvi’s lexicon. Powered by a mandate to build an unbridgeable lead for Aaj Tak over other news channels, Naqvi has set his sights on wowing the audience in the run-up to the Lok Sabha elections. In making this happen, the news director told exchange4media.com that he would break away from the traditional form of election coverage and throw up surprise elements in the programmes.

Naqvi believes the nature of programming should change with times. “Even the language used in the scripts will have to cut ice with a wide cross-section of viewers, including the emerging SMS-driven generation,” he said.

Lending depth to news is also uppermost on his agenda. “The objective is to provide the audience all possible dimensions to every news. That calls for greater research, and better understanding of news,” he explained.

“Better interpretation of news will provide a sharper competitive edge,” he said. When asked if that could lead to opinionated news flow, he said that interpretation is a lot different from opinion in that interpretation would flow from research. However, he was quick to add that ideas themselves emerge from opinions.

Naqvi is unfazed by competition. “Several others tend to copy Aaj Tak. However, our endeavour is to remain a clear leader. Of course, the fact is that somebody can copy a given technology and the look and feel but certainly not the ideas that go into content generation,” he said.

“Further, there is always scope for improvement. It is a continuous process. If you don’t follow that, you will die!,” he viewed.

Would he bank on any particular feedback mechanism to judge the pulse of the audience? To this, he said, “We rely on various inputs from TRP ratings and random sampling to informal meetings. But the feedback may not be reliable at all times. Some the suggestions can be highly academic. So one would have to lean heavily on experience.”

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi