News can be a great reach builder, says Shashi Sinha in reference to News18 campaign

In a reference to News18 India campaign showing its reach more than GECs, BARC Chairman and IPG Mediabrands India CEO Shashi Sinha said that it’s very interesting to look at news as a reach medium.

Speaking at a conference organised by NBDF in New Delhi on Friday, Sinha said, “There’s a campaign run by a News Network saying that their reach is more than GEC’s and I am sure all of you have seen that campaign at this point in time.”

“I thought it was very good for the industry,” he added.

Sinha said that the media planning is by youngsters who have 10-12 years of experience and for them, news has become a share game.

“They normally take 4 or 5 channels in a genre and look at the share of the channels. No one has looked at the news as a reach builder. I thought it was a very interesting way of waking up our teams and our client teams and saying that news can be a reach builder,” said Sinha.

“Whether I like the idea of them comparing with the GECs or not is a separate matter, but I thought it was a very interesting way of looking at things,” he concluded.

The News18 ad:

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