Times Now has commenced a ‘barker launch’ since January 2, 2006, in the run-up to its formal launch. Currently, the channel is a show reel of the various properties that it has planned for its launch. Partha Dasgupta, VP and Business Head, Times Now, has disclosed that the channel plans to get all aspects like connectivity, etc, in place before the official launch, a date for which is yet to be decided.
By ‘barker launch’, the channel means the pre-launch stage when the nuances of the channel can be tested out, creating viewer awareness at the same time. The channel has placed a continuous scroll on the screen as well, informing viewers of details like how they can get a connection, etc.
Speaking about the strategy, Dasgupta said, “This is a preview to the main channel and will ensure that by the time of the launch we are present in maximum homes in our relevant TG.”
He further said, “We are looking at presence in urban homes, and the channel is already available in all the priority markets. In addition to distribution, there are other factors such as viewer feedback, the on-air look-and-feel that we can completely improvise by the time we formally launch.”
A marketing campaign will be broken just before the channel’s launch, which, according to Dasgupta, was not far. “You can be assured that we wouldn’t do anything in a rush. We want to be sure that everything is just perfect when we launch,” he added.
The coming in of CNN-IBN has created quite a ripple in the English General News genre. The channel has increased overall viewing in the segment, even in its fist week. Times Now only promises to fuel more action in the space.