Focusing on the Indian youth, CNN has planned a weeklong special project titled ‘Eye on India: Generation Next’. The project centres on the powerful youth demographic and will provide CNN’s global audiences a comprehensive look at India’s youth.
Announcing the launch of the third edition of this special programming week, Rena Golden, Senior VP, CNN International, said, “More than half a billion people under the age of 25 or one in twelve people in the world is a young Indian. They are a potent economic and cultural resource on the world stage and CNN will aim to offer viewers a unique perspective and a greater understanding of this demographic.”
She added, “I am delighted that we have CNN-IBN as our partners in this landmark programming initiative. Together, the CNN and CNN-IBN newsgathering resources will deliver exclusive coverage of the Indian youth, their changing attitudes and values to CNN’s audiences in more than 200 countries around the world.”
Rajdeep Sardesai, Editor-in-Chief, CNN-IBN, said, “In this 60th year of India’s independence, we at CNN-IBN are proud and privileged to be associated with CNN. We hope that the ‘Eye on India’ series will provide an opportunity to showcase a rising nation to the world”
The ‘Eye on India’ week will kick off with CNN Connects: India’s Generation Next on Sunday, March 18, 2007, an hour-long programme co-produced with CNN-IBN, and anchored by Sardesai and CNN’s Monita Rajpal. The programme will feature a distinguished panel of young Indian celebrities, business leaders and commentators, and an audience of over 100 young Indians.
As part of ‘Eye on India’, Talk Asia will interview Indian filmmakers Karan Johar and Ekta Kapoor. Also, through the week of March 19, 2007, CNN and CNN-IBN teams will report from various locations around India for World News Asia and CNN Today, expanding on the themes explored on CNN Connects: India’s Generation Next and other issues such as youth and religion, growing up gay and traditional values.
Eye on India will be promoted extensively through an aggressive, 360-degree marketing campaign. Aimed at generating awareness and drive appointment viewing, the campaign will include a comprehensive mix of trade and consumer advertising both in print and online, promotional television spots on CNN’s Asia Pacific and Europe, Middle East and Africa feeds, online consumer contests among others.
In a unique marketing roadshow activity called ‘Express Yourself’, CNN branded vehicles will travel around Delhi, Mumbai and Bangalore, encouraging youth to express themselves.