Indian News Channels have over the past couple of years become hot business propositions with each passing day witnessing the birth of new Indian television news channel. News programmes have suddenly become hot property and are vying for attention with other popular programmes telecast in different
channels. With all major television broadcasters including at least one news channel to their bouquet, the choice and variety of news available at the tip of your fingers is mind-boggling. With th.competition for TRP in the television becoming more cutthroat, the television industry itself is becoming more specific.
In this aggressive market, channels are targeting specific viewers. While daily soaps, sports and movie channels have a special niche audience, news channels attract more viewers beyond their target by the sheer variety of infotainment that is on offer. Producing interactive and interesting programmes has become the hallmark of Indian television news, something that the good-old newspaper cannot do. The definition of news has gone beyond the concept of political shenanigans and happenings on the sport fields. Now everything and anything can be viewed as potential news content-Lifestyle, movies, books, home decorations, cuisine, fashion and glamour and even celebrity talk shows. If news earlier stood for education, information and entertainment, it can safely be said that in today's day and age it represents only infotainment. As a result the scope of advertising and marketing a whole variety of products via news channels have gone up.
With increased consumer preference for news programmes, television news channels have grown faster than other niche channels. Unlike daily soaps where the products advertised are targeted for the woman consumer or sports telecast that promote male branding, news channels are not restricted by any such categorization. So while the 'K' factor of serials will primarily have product placements like Fair & Lovely or a Whirlpool and the Indo-Pak matches will be sponsored by MRF, a 60 minutes on NDTV with Barkha or Pronoy Roy is not handicapped by any such straight-jacketing. The immense variety of news means that a particular slot can have diverse product placements and promotions. News Channels also have the freedom to run threads within a programme carrying advertisement banners for different products. This freedom is not available to others. As a result news channels are booming with sky being the limit. In fact it will not be foolish to say that that day is not far away, when we will get satellite news channel for every major city in India. Get more on
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