Imagine a & #BANNER1 & # discussion on the night life in 'the pub capital' - Bengaluru, sitting in one of the umpteen pubs in the southern city. Well, that's kind of marketing push Headlines Today has launched in Bangalore as a part of its effort to connect further with its urbane youth-centric target audience. The channel has started an exclusive week-long special on the city.
The week, with a special programme called 'Bangalore Beats' at 8 pm every night, focuses on the IT capital of the country. For an entire week, Headlines Today will be airing specials and exclusives on Bangalore, giving the entire country an insight into what the city is all about, and what makes it rock.
Commenting on the channel's initiative, G Krishnan, CEO, TV Today, says, "Bengaluru is a very important market in terms of viewership for an English news channel. In-depth coverage such as what we are showcasing this week is bound to create a stronger bond between the viewers and the channel. I believe more such initiatives should be made in order to bring the medium closer to its audience."
Interestingly, similar programming strategies have been adopted by other news channels as well. Last year, CNN-IBN made a conscious attempt to woo viewers from the South by having special series like "Eye on Bangalore" and "Tamil Blockbuster". But, the Headlines Today claimed their initiative was different from others done before merely on the basis of the manner in which it has been done.
"A number of stories and specials have been planned, including one on the life in a call center, where a Headlines Today reporter actually spends time in a call center, and reports first hand on the life and culture in that representative sector of India's youth resurgence," adds Krishnan.
Besides this, as part of a tie-up with Hansa research, an opinion poll has been conducted among employees of IT offices and BPOs. These being the opinion makers among the urban audience of the city have a profound effect on development in all walks of life. A special on this poll is also a part of the programme offering during the week. Besides these, a number of specials on shopping, parties, drugs, food, nightlife etc, have also been planned.
As per the marketing initiatives, the channel plans to reach out to the youth through a high-frequency radio campaign on popular radio stations, besides print ads and outdoor media all around the city, including branding in the two most visited malls, Forum and Garuda. The promos for the programme are also running on the cable television network.
Besides, the channel is also running a contest for viewers, where iPods would be given away everyday.