In this age of information overload, spurred by digital, especially social media, news channels have been grappling for audience attention. Amidst this noise and clutter, the distracted viewer needs to be addressed in a new way. The answer is an innovative programming mix that is unique, and not mundane like news has become.
Trying to break this clutter with a differentiated offering, ABP News started a new show earlier this year called Ghanti Bajao. The show attempts to bring forth people’s perspective of a story by directly engaging with them. As the name suggests, the show reaches out to people urging them to give a missed call and share their side of the story.
Speaking about the new ABP offering and how it is encouraging bilateral conversation by involving the viewers, Avinash Pandey, COO, ABP News Network, said, “Innovation has always been the core of our programming at ABP News. It’s for the first time that a news channel has reached out to the common public and taken their opinion through missed calls. Ghanti Bajao is an honest attempt to make bilateral conversation with our viewers wherein the viewer’s perspective will answer the questions raised.”
The experiment has been full of promise and measurable success. Ever since its launch in January 2017, Ghanti Bajao has registered over 55 lakh calls with an average of 33,000 + calls per day.The USP of the show is its engagement factor.
The show has created a huge impact among people and government bodies. For example, an ABP News reporter was appointed a court commissioner by the High Court of Delhi to uncover the truth behind the cleanliness situation in Delhi.
“Ghanti Bajao is an initiative aimed to add value to our viewers’ life by engaging with them through diverse topics. The topics are then further discussed and analysed to help viewers form the right opinion.This engagement has helped us to successfully create a huge impact among our viewers, which is evident from the number of missed calls received and the appreciation garnered from the government,” added Milind Khandekar, Managing Editor, ABP News.
With ABP expanding the news genre with a new offering, it remains to be seen how the news broadcast ecosystem adapts to this innovative mix of programming in the time to come.