Top Story

e4m_logo.png

Home >> Media - TV >> Article

Vaarttha soon to launch Telugu news channel, eyes new markets

06-May-2004
Font Size   16
Vaarttha soon to launch Telugu news channel, eyes new markets

The 24-hour news channel from the house of Vaarttha that was in the making for long is finally nearing completion. Set for an end-July 2004 launch, the channel will have a complete Telugu programming. Even as the channel receives its final touches, the organisation is looking at entering other regional news sectors across the country.

With barely two months to go before its launch, the Vaarttha headquarters is abuzz with activity. “We are near completion, but a few decisions are yet to be taken,” said Gireesh Sanghi, Chairman and MD, Vaarttha. One of biggest decisions yet to be taken is whether the channel will be free-to-air or a paid one.

Another decision is the naming of the channel. “We want a name and logo that offers the highest recall value,” added Sanghi. Even as the organisation is on the look out for fresh ideas, it hasn’t ruled out extending the ‘Vaarttha’ name to the electronic medium.

However, while these loose ends are being tied up, other areas have been set on a firm ground. Depending on the success of the Telugu venture, the organisation is expected to extend its presence to a number of other regional news sectors including Kannada, Tamil and Oriya.

With the news daily already operating 300-plus offices across the country, the news channel has an established news chain to fall back on. “Vaarttha has an in-place infrastructure which will be of great assistance to the new venture,” said Sanghi.

With a number of new news channels battling for mindshare, what would be Vaarttha’s USP? Sanghi responds, “We have proved ourselves to be the most respected newspaper in the Telugu market. We are looking forward to this support to be carried over to the channel.”

Once the free-to-air or paid issue is settled, the channel will go on a marketing blitzkrieg utilising its existent marketing network. According to Sanghi, the channel has the advantage of bundling. “With our print, internet and now television offerings, we will market ourselves as a one-stop marketing solutions shop for anyone entering the state,” he shared.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...