afaqs!

Voice of India slated for early May launch

By , agencyfaqs!, New Delhi | In Media Publishing | April 18, 2008
Triveni Media Ltd will announce the creative and media agencies for its new Hindi news channel soon

Triveni & #BANNER1 & # Media Ltd is all set to launch its Hindi news channel, TML-Voice of India (VOI), early in May. As reported earlier by agencyfaqs, the Hindi news channel is the broadcast venture of Triveni Infrastructure and Development Co. (TIDCO), which has stakes in real estate, automobiles and the hospitality industry.

Madhur Mittal chairman and managing director, Triveni Media Ltd, says, "Test signals for the channel have been successfully conducted and the VOI team is working hard to ensure a smooth and timely launch."

Mittal explains the significance of naming the channel VOI, "Voice of India is indicative of establishing a direct connect with the viewers. It's a channel for the people and of the people. Most of the news channels today appear highly opinionated. We are clearly distancing ourselves from this image in our bid to represent the true voice of the people."

Madhur Mittal
TML-VOI will launch five regional news channels - VOI Bangla, VOI Gujarati, VOI UP, VOI Rajasthan and VOI Madhya Pradesh - in phases once the Hindi channel is launched. After the regional channels, it will launch a premium lifestyle luxury channel in English and a music channel.

TML-VOI seems to be hunting for a well defined niche audience. Mittal reveals that their target group, by definition, is any viewer in the age group of 16-35 years.

A logo has been designed for the channel by Gopika Chowfla Design. "We wanted our logo to imbibe movement, be colourful and at the same time symbolise power. So, it has a lion's face framed in a six colour ring," explains Mittal. The logo will also work for TML's regional channels, but with some changes.

TML has shortlisted some creative and media agencies for the news channel. It will choose its partners soon. On the shortlist are Gopika Chowfla Design, Aqua Communications Pvt. Ltd and India News Communication Ltd. The media duties shortlist features Mudra Max, The Media Edge (TME) and MediaPros.

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