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India TV goes for a makeover, adopts a more vibrant and colourful look from February 19

21-February-2006
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India TV goes for a makeover, adopts a more vibrant and colourful look from February 19

In an increasingly competitive market, it becomes imperative for channels to come up with new innovations to stand out among the clutter. In one such move, India TV has gone for a revamp from February 19. As part of the change, the Hindi news channel looks more vibrant and colourful. The channel has integrated the interplay of various elements in terms of new colours, graphics and tickers to make it more modern, interactive and youthful.

The channel has also taken steps to improvise the presentation of its anchors. Besides, the programme ‘Bhaiya Bole’ has undergone a complete makeover and is now called ‘Bhai Bole’. The changes have been done by a pool of internal talent based on the feedback from various stakeholders, viewers and advertisers.

Explaining the rationale behind changing the look, Chintamani Rao, India TV, CEO, said, “We are a people’s channel. We listen very carefully to viewer feedback and their ever-changing preferences. We also benefit from focus group exercises. Similarly, we exist to deliver for our valued advertiser and their feedback is incorporated on a continuous basis.”

Among the other changes, the channel will also unveil new interview shows and a genre-defining programme. However, details on that front haven’t been disclosed so far, will be revealed in due course of time.

Commenting on the challenges that the channel had to face while coming up with the changes, Rao, said, “We are fortunate to have a wealth of talent, so there was no real challenge. If at all, the one challenge we faced was to retain the delicate balance between doing too little and of going overboard. The fact that we enjoyed this delicate balancing act is manifest in the feedback we’ve received. It’s overwhelming.”

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