ABP Ganga will have many shows catering to start-ups in UP: Avinash Pandey

Pandey, CEO, ABP News Network informed that ABP Ganga will cater to UP & Uttarakhand; he also spoke about the channel's viewership targets and elections

Avinash Pandey

ABP News Network launched a 24-hour news channel yesterday called ABP Ganga which will cater to the states of Uttar Pradesh and Uttarakhand. exchange4media spoke to Avinash Pandey, CEO, ABP News Network, about what the channel is aiming for in terms of viewership targets and what will be its election strategy.

When asked if ABP Ganga was launched to target the election season, Pandey revealed that it was just a fortunate coincidence. "We are not launching th channel because of elections. Our launch plan was made six months ago. ABP network has a way of working we plan things in a certain way while launching any product. Fortunately, it has fallen in the middle of the election. But we hadn't planned it that way. We have launched this channel for millions of audience in UP and Uttarakhand which almost constitute 16.5% of Indian population."

But Pandey admits that the ongoing General Elections will definitely give it a good headstart. "During the course of the election, people are looking for content which is unbiased, intelligent and presented in an international format. All of these we are going to do in our channel. Apart from that, we would be a channel with over 100 staff in the editorial, reporting about what is happening on the ground; live for almost 10 hours a day. That's the unique strength of the channel. In fact our first bulletin starts at 6:00 am live. So, that's the way we have positioned our channel which I think the audience will really like it. 

Speaking about viewership target for the channel, Pandey said, "We are planning to add 20 million more audience to our network, coming out of these two states." As for advertisers' response, Pandey adds, "It was really pleasent for us that before the launch, we had an ad booking which is about more than 7 mins every hour on the channel. And all the leading brands have supported us like Bandhan bank, Patanjali, Nerolac and others."

He further added, "We are right now targeting we should have equal share of advertising pie as other well established channels in the market like TV 18. So we are targeting that the day 1 launch we should have more than that."

The latest BARC data for week 14 puts ABP news in the second spot in the Hindi News Rural genre. When asked if that's the reason why the network is going deeper into the pockets, Pandey reveals it has nothing to do with ABP news. "The channel has got an independent editorial, production team and set up. You will not find content being circulated amongst our network. It is targeted at the up market urban middle class and their aspirations. The problem is that we categorise people into rural and urban. Actually anybody who has an aspiration in a city where you live, you aspire to be better. This channel caters to them. We will have a lot of shows which will cater to start-ups in UP. Once the election ends, we will have all those shows on the channel," he explained. 

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