From Umeed to Sach, P7 firms up brand positioning

From Umeed to Sach, P7 firms up brand positioning

Author | Abid Hasan | Thursday, Sep 13,2012 3:16 AM

From Umeed to Sach, P7 firms up brand positioning

In order to give a new and fresh look to P7 News, Pearls Broadcasting Group has undertaken a rebranding exercise for its news channel. As part of this exercise, the logo tagline, presentation and the programming of the channel have been changed.

Commenting on this initiative, Kesar Singh, Director, P7 news, told exchange4media, “The channel is more than three years old now and we were planning to enhance the look and feel of the channel for a long time. The new look is to recreate a fresh brand positioning for P7 News.”

The channel has changed its tagline from ‘Ek Umeed’ to ‘Sach Zaroori Hai’. “We have always believed in the authenticity of news. This new tagline gives the message of purity, authenticity and depth of news,” Singh explained.

Several changes have been effected in the presentation of the news, such as use of more graphics, data, photographs and news presentation with speed. The team has been beefed up with the hire of stringers and reporters across the country.

“We have also decided to bring all our stringers and reporters on television in different programme schedules. There has been change in some of the programmes and we are focusing more on the regional markets. In the coming months, we are planning to launch in Madhya Pradesh, Chhattisgarh and Gujarat,” Singh informed.

In order to create awareness about the revamp, the channel is advertising on various mediums, including hoardings, newspaper ads and radio ads. To make the initiative more impactful, the channel has roped in actor Om Puri as brand ambassador.

Advertisers like HUL, P&G as well as FMCG and telecom companies are taking an interest in the channel.

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