If content is king then distribution is God in TN: RBU Shyam Kumar, WIN TV 

RBU Shyam Kumar, Executive Director of WIN TV, talks about why the news space is not cluttered, how he plans to stand out from the competition and more

e4m by Simran Sabherwal
Published: Aug 6, 2019 8:25 AM  | 3 min read
win tv

As former CEO of Puthiya Thalaimurai Group, RBU Shyam Kumar has been credited for building a news channel that became a leader in its space. Now, in his new role as Executive Director of WIN TV (the group promoted by DIKSAT), Shyam is aiming to replicate the same success story. The revamped channel is expected to be launched in early September.

Although there is a belief that the news space is cluttered, Shyam says there is still space for progressive journalism and WIN NEWS’ focus will be on providing solutions rather than sensationalising issues. 
Edited excerpts:

What are your plans for WIN TV? 
WIN TV is one of the three listed TV companies of Tamil Nadu. We are in the process of revamping and repositioning it as a 24X7 Tamil news channel. The work in the technical front, too, has been progressing at a rapid pace. 

Why the focus on the news space? 
Tamil Nadu has always been a news potential market, be it in terms of politics, corporates or lifestyle. There is a dire need for developmental journalism which can be for the people and with the people.

What differentiates you from competition? 
The news space looks like a cluttered segment but it is actually not so. If you go by BARC ratings, there is a huge space between the No. 1 and No. 2 players, and then there are about four channels competing with each other. The rest are merely present in the News segment. There is always space for progressive journalism and our focus will be on providing solutions rather than sensationalising the problem. 

What are the challenges faced by the sector?
News consumption pattern is changing swiftly due to the booming Social Media. Revenue vis-a-vis the expenses incurred is yet another huge challenge in the News genre. Needless to say ‘if Content is King then Distribution is God in TN.’

Being a Free-To-Air channel, what is the advertising potential you are looking at?
We will be focusing on Brand Positioning and consumer confidence. Advertising potential is only the end result if we are able to achieve the positioning in the potential consumer’s mind space which includes the clientele base. 

How do you see the TV landscape evolving in Tamil Nadu, in the news and GEC space?
It is bright and always open for new entries. Viewers are looking for quality both in News and in the GEC space. No longer does anybody bank on channel loyalties but on programme-centric focus.

What are the marketing plans in place to communicate the new positioning?
We are currently upgrading our systems and technology, and once we are ready we will definitely communicate to our target audience. 

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