CTV is the only Mumbai-centric 24-hour news and infotainment channel with a bouquet of Hindi, Marathi, English and Gujarati programming. For over the last five years, the channel has been keeping the people of Mumbai updated with day-to-day happenings on political, social, civic, crime, sports, calamities, entertainment, business and various such issues of local interests.
Says Sushil Deshpande, CMD and Chief Editor, CTV, "We have always forced our way into thick of the action - whether it is politics, business, crime, scandals or anything with some kind of news value. Our daredevil efforts and quick reactions have helped us report groundbreaking news and collect some rare footage of live actions. CTV is accessible in areas such as South Mumbai, suburbs such as Bandra or Powai, basically in all Hathway, Win or Siticable areas. We don't currently have a tie-up with InCablenet (Hinduja Group) because of some issues with the frequency that are yet to be sorted out."
Deshpande adds, "Our expertise and experience in producing television software for indigenous use and for clients put us in a select bracket. Till date we have produced over 2000 hours of quality stuff. The state-of-the-art in-house facilities like editing studios, shooting floors, cameras and other high-end equipments ensure that we reach out to the viewers faster than most others. Our strategic connections with civic authorities, law keepers and other government bodies add to our information base. No wonder, there are various instances where we have proven our mettle by being the first to be there and to air it."
Today CTV reaches 26,10,300 cable and satellite households in Mumbai - which accounts for 97 per cent in connectivity and this figure is going up steadily. Apart from news coverage, an attempt has been made by CTV to interact directly with the people of Mumbai via its various programmes like Area Survey, Wassup Mumbai, Eat Out, Mumbai Views and Crime Alert.
What is CTV's unique selling point? Deshpande explains, "Well, we serve news as it happens and when it happens and we know Mumbai like the back of our hand. Our news is localised and sharply focused, which works in our favour. Which is why, we have adopted the 'Dabba' as our beacon. We at CTV, strongly identify ourselves with the ubiquitous dabba. Just as the dabba reaches you from one corner of the city to another at a precise hour set by you through its well-established network, which is almost invisible to the common man, so does our news reach you as fresh as ever through our dedicated team working round the clock to deliver news as it happens."
Interestingly, CTV, which was initially conceived as a half-hour capsule, is doing extremely well today as a full-fledged channel and has been getting extremely positive feedback from Mumbaikars. Talks are still on with InCablenet and 7Star, in order to address frequency issues and very soon, CTV ought to be available in areas covered these two cable service providers as well.
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