The India Today Group (ITG) in a mega brand play is likely to be extending its brand name 'India Today' to Headlines Today, which according to reliable sources will bring in an integration of digital, television and print going forward.
Sources also indicate that there has been a lot of activity in the English channel since Kalli Purie took over as Editorial Director of Broadcasting. Sources indicate that Purie has also aligned a new team in place and that the new channel has a unique digital imprint given Purie's past experience.
Though the work towards the brand extension has been in the pipeline for a few months, it seems the Group was waiting for the right mix of anchors, which is now done with the inclusion of Rajdeep Sardesai, along with the existing line-up of the well- known anchors like Karan Thapar, and Rahul Kanwal.
Industry insiders also indicate that many experts and outside consultants have been roped in, to work on the launch and the new channel philosophy, including work -flow and design.
Quite interestingly ad veteran and Ogilvy & Mather Chief Piyush Pandey is also said to be involved in the rebranding exercise.
We have also learnt that Bollywood actor and singer Priyanka Chopra has been roped in to lend her voice to the new channel identity.
Roadshows with customized ad reels done by the channel's star anchors are said to be in circulation.
However those close to the development are also speculating on whether the launch will go ahead given that the channel has done very well with the new measurement system BARC placing it as a no. 2 in the genre and in prime time. They feel there is a possibility of the launch getting delayed.
The channel did not confirm a launch date, or comment on the formal launch.