As national Hindi news channel News Express turns a month old, the group Sai Prasad Media has revealed that it will invest Rs 200 crore to strengthen its presence in the market. The group has already invested nearly Rs 80 crore on technology and distribution, while, in the current financial year, almost Rs 20 crore will be invested in an awareness campaign and other running expenses.
It may be recalled that while the soft run of the channel was underway from 7th July, officially it was launched in the market on July 28, 2011.
The company official noted that so far, as News Express being a High Definition channel, group has invested Rs 35 crore on technology. Meanwhile, group is claiming to spend Rs 45 crore in distribution of the channel.
Mukesh Kumar, Channel Head, News Express, said, “The positioning of the news channel is to establish it as a serious news channel with the focus on political news. News Express is a hard core news channel and doesn’t believe in selling abstract news.” He added, “Under the criteria of politics, all the aspects are covered-be it from entertainment to the family politics.”
The channel currently has eight bureaus and a staff strength of about 300 people. The news channel sports the tagline: ‘Andar ki Khabar’.
Sharing details on the advertisers channel is targeting at, Kumar, said, “The mindsets of advertisers are also changing with the time. The advertisers today want to put in their money in a more credible channel. A number of advertisers like Panasonic have already shown interest in News Express.”
News Express is a venture of Rs 1,500-crore Sai Prasad Media group, which has interest in Food, Property, Finance, Infrastructure, Energy and Film production businesses, among others.
Meanwhile, group has also applied for getting a license for a regional channel dedicated to Madhya Pradesh. The group recently launched a Hindi newspaper ‘Ham Watan’ and a media school. Sai Prasad Media group has also forayed in movie production. This apart, the group plans to launch an FM radio channel also soon.