English news channel NewsX has announced that it will be converted from a pay channel to a free-to-air channel from October 10, 2009. The channel, post acquisition by Indi Media Company Pvt Ltd, has been realigning and restructuring its business to strengthen the operations and has initiated changes in its distribution strategy and content.
NewsX has been steadily increasing its connectivity. The channel hired services of Fifth Avenue Media Services Pvt Ltd (FAMS) in March 2009 for driving distribution of the channel. Over the period, NewsX has added additional 11 million C&S households across the country.
According to the company spokesperson, “The decision to go FTA is part of our strategy to further increase the reach of NewsX. The improvement in content, the kind of stories and specials we run has been accepted very well by the audience. Through our new distribution strategy, we would like to ensure that we are accessible to our audience across all platforms.”
It may be noted that the distribution of channel was earlier managed by INX Media, which owns the last mile boxes at the cable operator’s end. With the review in its distribution strategy, NewsX will own the end-to-end value chain.
Our typical marketing budget is usually 10 per cent of the topline spend