TV Today would officially be launching its third Hindi news channel – Tez – in the coming week, said G.Krishnan, Executive Director and CEO, TV Today Network Ltd. “The 24-hour channel is positioned as ‘fast, crisp and extremely slick’ and would be a perfect media vehicle for those targeting busy working professionals constantly on the move,” he added.
The channel would carry quick news on every genre – political, business and entertainment.
Though Krishnan did not disclose the exact date of the launch, as per sources in the media, the channel launch is slotted tentatively for August 22. The tagline will be “Khabrein Fatafat” and the channel will be primarily aimed at metros.
On the rationale of starting this channel, he said, “There are people in the metros who want news immediately and want to keep themselves updated on the latest. Tez will cater to the audience who want things ‘fatafat’, which is what led to the tagline.”
Krishnan further said that the speed news format would work although, interestingly, a similar attempt by The Times of India Group with a newspaper called ‘Speed’ backfired. On this, he said, “A case like that happened in the print medium, which is a static medium. The television medium is a dynamic, visual medium and, therefore, it will work.”
He informed that there had been no additional investment on the new channel and that it would use its group resources. “Aaj Tak and Headlines Today staff will be working for Tez as well,” he added.
Krishnan further said that TV Today would open its doors to the expat market before the end of this year. “It will start in a phased manner. The negotiations are on in the US, UK, Canada, Middle East and South Africa markets and we are almost on the verge of finalising things. It would begin with the UK market and then the channels will make its entry in other countries gradually,” he added.
Krishnan also said that Tez would be available in foreign markets only at a later stage. Initially, it would be Aaj Tak and Headlines Today that would be making their way.