Times Now seeks to project itself in a new light

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 25, 2008
Times Now has embarked on a new brand campaign to establish its supreme position in the marketplace

It's & #BANNER1 & # been about three years since the launch of the English news channel, Times Now. The channel's launch campaign focused on 'Feel the News' to create a sense of curiosity. The new campaign seeks to project Times Now in a new light.

Sandeep Sharma, senior vice-president, sales and marketing, Times Now, says that the agenda behind the campaign is to reinstate the leadership position that the channel has attained. "Over the years, we have earned a great degree of equity and credibility in news journalism and emerged as the fastest growing English news channel. We want to reflect what Times Now stands for through the campaign," he explains.

According to Sharma, since January this year, Times Now has consistently been the No. 1 English news channel, beating close competitor NDTV 24x7. "Through the campaign, we want to change the perception people have that NDTV is the leading channel," he says.

"The key differentiator between Times Now and other news channels is that we cover more news and ask the moot questions," Sharma adds.

The campaign will go on for three weeks and will span television, print, outdoor and online. It is running on Times Now currently and will soon be seen on other English entertainment and movie channels.

The new campaign focuses on 'Ask More', a key characteristic of the channel. For instance, one of the outdoor campaigns features external affairs minister Pranab Mukherjee and US President George Bush in a dialogue during the Indo-US Nuclear Deal 2008. The accompanying line says, "What are they saying, but not telling?" The tagline is 'Always with the News'.

"Times Now has always been committed to asking the right questions, however uncomfortable they might be, to get the right answers. This has earned us a special place in the minds of our viewers," says Sharma.