The Hindi news channel space is all set for disruption with the launch of Times Now Navbharat.
Coming from the stable of Times Group, the channel has become an attractive proposition for advertisers. According to the sources, 10 top TV advertisers have come on board as launch partners of the channel.
Brands such as Kent RO System, Century Ply, Radico Khaitan, Vedanta, Medibuddy, Amrita Vishwa Vidyapeetham, Darwin Platform Group of Companies, Mylab Discovery Solutions, Meghdoot Herbal and Kirloskar Brothers have shown their faith in the soon-to-be-launched news channel.
According to media planners, the full HD channel has created quite a buzz in the market and it is likely to command a premium.
At present, news commands almost 6% of the TV viewership pie and in terms of overall revenues, all news channels together do annual revenue of around Rs 2,500 crore, with a majority of it going to the top five new channels.
The Times Network has taken on board several known faces for the channel, which will be led by Navika Kumar as its Editor-in-Chief.
Talking to BestMediaInfo.com about the channel’s prospects from the advertiser's point of view, Mahesh Gupta, MD, Kent RO, said, "It is a Times Now channel and they have celebrity journalists. Many channels come up but this will be different from the rest. We feel we can get value for money for eyeballs from here. Our only aim is that we should get a good CPRP. And I think that will be quite effective here. They will also promote the channel on Times Now. We will get publicity through them, so we are getting our value for money."
“In terms of ad rates, the HD channel is likely to be placed at a premium and will attract many more advertisers after its launch,” said a top media planner who did not want to be named.
Times Now English commands one of the highest ad rates in the segment and has almost every leading TV advertiser on its platform. The Hindi channel is likely to be promoted both on the English TV news channel and the print publications of the Times Group, including the Times of India.
Times Now Navbharat has set an ambitious target for itself to become the leader in the Hindi news segment. For the last 20 years, Aaj Tak has been the undisputed number one channel in the segment.
The last prominent channel that had been launched in the Hindi news segment was Republic Bharat, which is currently caught in the TRP manipulation controversy.