Post 5pm ET Now becomes a development and economy channel
After gaining wide viewership and achieving profitability, ET Now changes its positioning, focuses on developments and economy of the nation post 5pm
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Times Network has dedicated its news channel ET Now to the nation. Making a clarion call to Rise with India, it promises to be the channel that will open opportunities and possibilities for the discerning Indian to ride the country’s growth wave. This initiative is a step forward in the network’s objective to create value for its citizens, businesses and nation at large.
With the channel now being positioned as a development and economy channel, its topic selection will be economy and government led with focus on policies. It is taking a conscious decision to do away with stock scroll post 5pm which Sandeep Gurumurthi, Managing Editor, ET Now points out is the main differentiator. It will be replacing it with news scroll which will run the top 10 news stories. Gurumurthi says, “If someone wants to watch market news post 5pm ET Now is not the channel.” But having said that he insists markets will continue to be the top priority before 5 pm.
He points out the aim saying, “We want to empower our viewers with this all-round knowledge which will enable them to see the opportunities around and help them hitch their success to India’s.”
MK Anand, MD & CEO, Times Network, says, “ET NOW has consistently led the Business news category and is a front-runner amongst English news channels. I think we are perfectly poised to evolve from just competitive leadership to purpose-driven leadership.”
He believes there is a huge need for a channel like this and it will bring in newer English speaking audiences. According to him there is a huge gap in the market for this kind of content. He says, “It will focus on any topic which is at the cusp of political economy and development. We want to talk about subjects which matter in the next 3-5 years.”
The embodiment of the ‘Rise With India’ proposition will come alive with ‘India Development Debate’ at 9pm, pitted as the most intellectual news debate on Indian television. Anchored by Gurumurthi and Supriya Shrinate, this debate covered demonetisation and GDP in their previous episodes with R Gandhi who was deputy governor of RBI in charge of currency and prominent Indian journalist Swaminathan Aiyer respectively. So it will discuss subjects that affect India’s holistic development and imagery. Before that ‘India Tonight’ at 8pm will focus on national issues.
From 5-8pm the channel will run general news shows under the tag line called ‘India Now’ which will cover start-ups and mutual funds, among others.
The extensive coverage of business and markets will continue between 8am-5pm.
It took three to four months to execute the re-launch.
The marketing of the relaunched ET Now will take place across different mediums in the BCCL (Bennett, Coleman and Company Ltd) network with print leading for 8-9 weeks with 15+ kind of insertions. Outdoor marketing will be in Mumbai, Delhi and Bangalore.
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