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English news genre battle intensifies as Times Now launches today

31-January-2006
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English news genre battle intensifies as Times Now launches today

It has finally begun. The much spoken about war in the English news genre has commenced in full earnest with Times Global Broadcasting (TGB) going live on television from January 31, 2006. The channel has ensured its space in the news for various reasons in the past few weeks, but beginning today, the performance war is on.

As is known, Times Now is a Times Group and Reuters service, aimed at the Indian urbanite. Speaking on the launch, Sunil Lulla, CEO, TGB said, “Times Now will create the second generation of television news in the broadcast space. With a focus on involving the consumer more closely in the new experience, the programming wheel blends the urgent news needs of the urbanite. It links every news story to the bigger picture. We believe news is an experience and Times Now will make India ‘Feel the News’.”

Arnab Goswami is the Editor of the channel. The audience has already got a sense of the channel’s content from the ‘barker launch’ that took place earlier in the month. The channel only aired a show reel of its programmes in this phase, with the clear objective of getting the distribution rights in place before the launch. Efforts to encourage people to ask for the channel and providing with helpline numbers to get the distribution rights were seen in this period.

Another first came from the channel was when it tied up with Reliance Infocomm to begin the mobile viewing of the channel on January 23, 2006. Until January 31, 2006, only news capsules were shown on the mobile. However, the on-air launch would also mean the channel’s content being shown on cellular devices.

Beaming out of its news centres in Mumbai and Delhi, with live links to multiple facilities across the country and the world, Times Now, with its own news resources, harnesses content from The Times of India, The Economic Times and Reuters, making it a news powerhouse.

The channel will also carry live financial updates throughout the day from Reuters bureaux around the world – a feature unique to Times Now in the business news broadcast space.

An official release states that the clear agenda of the channel’s content would be to make sense of the news for the urbanite – be it news and current affairs, business, policy, politics, urban trends, lifestyle and the world.

Consequently, even the shows that the channel offers are with the objective of giving the viewer a ‘surround experience’ rather than repeating the same headlines hour after hour.

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