After months of being in the ‘revamp’ mode, Indi Media Company Pvt Ltd, the promoters of NewsX, have made their first move by announcing the rebranding of NewsX channel as Independent Media Network (IMN) News. The new brand identity is another step in NewsX’s ongoing process of realigning and revitalising itself after its acquisition in January 2009. The new-look channel will be unveiled within a few months and be accompanied with a similarly redesigned website, IPTV service and mobile TV.
The new brand name is accompanied by the unveiling of a new logo that goes with the values and objectives of the company. This apart, the channel will sport an entirely new look, including new sets and a new on-air presentation style, giving NewsX a comprehensive makeover. The new brand name and look have been developed by Argentina-based Stein Branding, one of the foremost design houses in the broadcast world, and the new sets have been created by James Yates Design in New York.
Speaking to exchange4media, Jehangir Pocha, Co-Promoter of the channel, said that as of now, the company had unveiled only the new name and logo for the channel. “The complete rebranding exercise, wherein the channel will be seen in an entirely new avatar and a new set, will be seen after summer – around two months or so.”
He further said, “The rebranded channel will sport between 12 and 14 new programmes that will have well-known faces as hosts across the beats of news, sports and entertainment. The channel will represent the evolution of the Indian news business in India. It will have a contemporary and classy look and a presentation style that has been appreciated a lot by the advertisers.”
The focus, according to Pocha, would be to have news without noise approach – where viewers would be fed with news to make up his/her own mind on issues.
The channel will be focusing on the mediums of website (the beta version of which will be launched next week), IPTV and mobile.
Explaining the idea behind the name IMN News, Pocha said, “This is an important milestone in the evolution of the channel. The name IMN News is the result of months of research, experimentation and analysis of TV viewership patterns and needs. A lot of hard work was put into this by our team as well as IMRB, which helped us with research and testing. The name IMN News accurately reflects our thinking and values. The word ‘Independent’ reflects how we are independent in thought, of political affiliation and ideology, and appeals to modern India’s sense of personal, economic and intellectual freedom. The word ‘Media’ underscores that we are present on multiple platforms, such as the web, IPTV and mobile TV services, and the word ‘Network’ represents our future ambitions.”
NewsX’s Executive Vice President Monjit Sharma said “The IMN News brand name will end all previous association NewsX had and will allow the channel to establish itself as an independent identity in the news space.”
Gareth Thomas, Assistant Vice President - Marketing, NewsX, added here, “The name NewsX received a mixed response from viewers. IMN News has proved very appealing in tests with viewers, advertisers and the trade, and it accurately represents our core values.”
It may be recalled that since January 2009, NewsX has undertaken a number of steps to realign and restructure itself. It has strengthened and expanded its management, news and programming teams, which today include some of the best and most respected professionals in the industry. The channel has also moved quickly to stay ahead of the changing technology landscape. At the time of the re-launch there will be further changes across the channel’s distribution, content, and operations.