Telugu news channel NTV and its sister channel, Bhakti TV, launched on August 30, 2007, complete four years today. Both the channels were set up under the Rachana Television banner.
Speaking to exchange4media, Suresh Kumar, Head (Sales and Marketing), NTV, said, “We have a few programming initiatives coming up on the completion of our 4th anniversary. We will continue to give the best to our viewers who have made us one of the leaders in the market.” The channel is not planning on a revamp at present. “Our presentation is well-accepted so we have no plans for an image change right now. The Rachana Group is currently focused on its four channels, namely NTV, Bhakti, Vanita (a channel exclusively for women), and I-News. There are definite possibilities for new directions in future,” Suresh added.
In the news category, NTV has around 27% share in AP. They are also present in India mainly
in the neighbouring states of Tamil Nadu, Karnataka, and Orissa. NTV and Bhakti TV are also telecast in the UK, Middle East, and America. “We are present on all the leading DTH operators such as Airtel, Sun, Videocon, and Reliance. Talks are on and we will be on Tata Sky very soon”, Suresh confirms.
The content strategy of NTV is clear and simple – ‘Give what the viewer wants’. According to Suresh, their USP is that they give a clear and conclusive political analysis with experts, realtime news reporting from every corner of AP, film trivia, along with viewer friendly-content innovations. The future marketing plan of NTV is to continue with the low profile. Suresh affirms, “We believe that giving the best in terms of content will push us ahead of the competition. In terms of ad revenues, the AP news category garners close to Rs 150 crore
and we command 26-30% of the advertising share. Our ad volume has gone up by 20% over the last year.”
Commenting on their viewership, he said, “AP contributes the maximum viewership in the news genre. All the news channels put together is as big as the second GEC. An average viewer spends around 15 minutes watching us which we want to increase across other time bands too and take it to 20-25 minutes.”
NTV covers 24-hour news live from all the districts with a fleet of 15 digital satellite news gathering (DSNG) vans for realtime relay of news. Suresh Kumar further said, “We were the third news channel to launch in the market, after TV9 and ETV2. Andhra Pradesh has around 14 news channels now and our USP of giving the news first and fast has given us a strong edge and clear viewer acceptance. Our continuous efforts to give unbiased, clear, factual news with the best analytical viewpoints have helped us differentiate our content from that of other news channels.” Bhakti TV was the first devotional channel to be launched in the South.
Some memorable milestones for the group has been the addition of Vanita and I-News, the independent Neilsen surveys conducted during the elections, and becoming one of the leading news channels in AP.