IBN7 to sport a new look shortly; focus on tech-savvy youth

IBN7 to sport a new look shortly; focus on tech-savvy youth

Author | Abhijeet Mukherjee | Friday, Feb 08,2008 6:41 AM

IBN7 to sport a new look shortly; focus on tech-savvy youth

In a bid to increase its share of eyeballs, IBN7 is all set to unfurl its new looks shortly. The channel plans to have more virtual sets, new programmes and a techno savvy look that is expected to attract especially the youth who do not show much interest in news programmes.

“We are targeting viewers who are young, energetic and techno savvy. The on-air look would attract this target group. We believe that the society has changed, it has bigger aspirations and want to have international quality and global outlook. The channel would keep up with the pace of the society with these changes. Another aspect is that we would go for virtual sets completely. But to break the monotony, we would also use the ‘physical’ sets. We would try to make the channel more vibrant, more direct, and more immediate,” said Ashutosh, Managing Editor, IBN7.

Shows aired between 6 am and 10 am and between 5 pm and midnight would be completely on virtual sets.

The channel had also introduced a monitor that would enable the anchor to change the visuals and seamlessly move on to the next story by merely touching the screen of the monitor, Ashutosh explained.

The channel is also changing the placing of its logo from bottom left hand side to bottom right hand side below which would be the navigator box where teasers would appear supported with visuals to provide information about the next programme.

IBN7 would also tweak some of its prime time shows. ‘Sports Zone’ would be renamed as ‘Clean Bowled’. “We believe that in India, people are crazy about cricket and there is no point showing a programme on anything other than cricket in the prime time. However, sports news would not be ignored, they would now be part of the general news,” explained Ashutosh.

The 5-7 pm ‘News Reel’ has been renamed as ‘Do Ghante’, wherein viewers, especially those in small towns, would be able to view a complete package of news and analysis. The 7-8 pm time slot would air ‘Seven Reporters’, a reporter oriented programme.

The programme at 8 pm would be targeted at the metro and big city audience. Said Ashutosh, “8 pm is the time when people return home from office. We will be airing a 30-minute show called ‘News Express’ for this audience.”

There is no change in the time slots of ‘Dhanke ki Chot’ at 9 pm and ‘Big News’ at 10 pm. ‘Khabron ke Khiladi’, a personality-based show, would be aired at 11 pm. “We believe that people are attracted more towards personalities, so we thought why not weave stories around them,” said Ashutosh.

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