The news genre in India seems to be getting bigger by the day. Media houses are now expanding and growing in the regional space as they see potential opportunities in untapped markets. Driving home this factor, JS Kohli, the promoter of ETC, has now entered into the Punjabi news channel business and has launched PTC News.
The channel is on air on Thaicom satellite and is beamed from Bangkok. Explaining the rationale behind the launch, Rabindra Narayan, President, PTC News, said, “There was no good and authentic Punjabi news channel. There was a wide gap between the expectations of the audience and what was being served to them. We decided to bridge this gap and be a platform of information exchange.”
As far as the programming mix is concerned, The channel will present 24-hour round the clock news in the form of bulletins, which will be interspersed with shows on career, travel and music; current affairs discussions; and NRI updates, among others.
Said Narayan, “The channel will also introduce an interactive show where ministers from the Punjab government would be able to connect with the viewers when they call, and the viewers can thus present their problems and seek instant solutions. We do not want to be a passive newscaster which reports on what has happened, but we want to be a meaningful interactive platform between the leaders, of both the ruling and opposition, and the general public, so that we could facilitate some change in the lives of our viewers.”
According to Narayan, PTC News has been positioned as a Punjabi news channel with the looks of a global TV channel. Speaking about competition, Narayan said, “The best way to tackle competition is to bet better and bigger than them. The quality survives and it is important to provide content with a global look.”
When queried on the promotional mix for creating a buzz, all that Narayan was prepared to say was, “It would be at par with any mainline news channel.”