Awaaz adopts a crimson hue to cater to changing consumer tastes

Awaaz adopts a crimson hue to cater to changing consumer tastes

Author | Pritie S Jadhav | Wednesday, May 03,2006 7:10 AM

Awaaz adopts a crimson hue to cater to changing consumer tastes

Awaaz, India’s first dedicated consumer channel, recently underwent a rigorous and complete transformation. The new look has been designed by broadcast animation company Renderon, which has liberally used different hues of red to give the channel a refreshing viewing experience and creating a whole new identity. The look has been changed to suit the tastes of the new and ambitious Indian consumer, who forms the vast majority of the viewer base of Awaaz.

Commenting on the new look, Ajay Chacko, Marketing Head, CNBC-TV18, said, “Awaaz is the fastest growing channel in the country now. The idea behind the new look was not just about creating a new identity but also the realisation of the fact that the channel has plenty of affluent Hindi speaking viewers. Today, the channel is better than any international channel. Awaaz’s programming and content appeals to its upscale, financially affluent viewers. The channel’s look has been revamped accordingly to suit the tastes of its audience. The new look will be extended to all programmes and properties of Awaaz.”

Dan Van Jrem, CEO and Creative Director, Renderon, said, “We are delighted to be associated with the TV18 Group and the revamping of India’s only consumer channel, Awaaz. We have given Awaaz an upscale, snazzy and fresh new look to reflect the aspirational lifestyle of its target audience. We are sure this new international look will appeal to the affluent masses that the channel reaches out to in the country.”

The other aspect of this transformation is the revamped programming line-up, which has been made more interactive and consumer centric, programming, which brings the consumer to the centre of its universe. Some of the new innovative programmes on the anvil include ‘Hum Honge Kamyaab’, ‘Aapka Darbaar’, and ‘Khas Mulaqat’, which brings an in-depth view into the lives of the movers and shakers in the political and corporate arenas.

“We have expanded even in our accessibility to our viewers. When we launched in January last year, we were accessible to 18 million viewers and now we are close to 30 million. 10 million consumers watch Awaaz every week and the numbers are growing. Awaaz’s share of viewership has grown by more than 350 per cent since its launch and this is owing to its innovative programming and unique content. And with the new and improved Awaaz, the numbers seem destined to only keep moving up. This space is untested and the growth can be tremendous,” asserted Chacko.

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