News Channel Market In India Worth Rs 500 Cr: Srinivas Murthy, VP- Marketing, TV5 Network
As the network forays into Karnataka with TV5 Kannada, Murthy tells us about the scope for growth in the new market and its differentiating points
Being a newly launched news channel in the crowded Karnataka market, Srinivas Murthy, Vice President of Marketing, TV5 Network, plans to follow the same strategy of TV5 Telugu for the newly launched TV5 Kannada. He also speaks about other differentiating points of this news channel as it enters into this rather crowded space. Excerpts:
Why did you choose to foray into the Kannada news market, which has no dearth of players?
We actually thought of entering the Kannada news channel space about 4-5 years back which was then a virgin market. There were hardly one or two channels but then several channels got launched a couple of years down the line. In Karnataka there is a huge scope for business. In fact, there is a huge gap between one and two and we want to be between them. Moreover, this market was about Rs 250 crore about five years back and now it has grown to Rs 500 crore.
How are TV channels faring in Karnataka?
There are a lot of new channels coming in but viewers in any market and any space will watch only two to five channels. Viewers will not watch all 20 channels.
How do you plan to differentiate yourself from other channels?
The kind of experience we have and the journalism we do is different. Our journalism and marketing are our differentiating points. TV5 will show news as news, there is no artificial hype created, it is not required at all. In fact we do more innovations and events. In the Telugu market, we are the only channel which does some big events and innovations. We plan to follow the same strategy for the newly launched Kannada market also. We are the only channel in South India which does an award ceremony. The same will be replicated in the Karnataka market.
With TV5 being that successful in the Telugu market, any pressure to follow the same success in Karnataka as well?
We will be doing the same thing in Karnataka. Only, we will be adding a touch of local flavour to the content. We are very market friendly, which helped us celebrate a decade of success in the Telugu market.
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