The New Generation Media Corporation, publishers of the Puthiya Thalaimurai group of magazines, has launched a 24-hour Tamil news channel, starting August 24, 2011.
Christened Puthiya Thalaimurai, the channel dons the tagline 'Unmai Udannukudan' (quick news without an iota of falsehood). The channel intends to introduce the refreshing and vibrant energy of the youth in news-making that will be modern and global in its outlook, but with its feet firmly grounded in traditional values and ethics.
Puthiya Thalaimurai will operate from Chennai, with approximately 200 reporters spread across the state of Tamil Nadu, as well as from important cities like Delhi, and Mumbai, through its bureaus and offices. National news will be sourced through a syndication deal with ANI / PTI, and global news will be sourced through its syndication deal with Reuters.
While Grey Worldwide India is the channel's creative agency, OMD is its media partner. The channel will be marketed by Fourth Dimension Media Solutions.
Speaking on the marketing strategy, Shyam, vice-president (marketing), Puthiya Thalaimurai, says, "There is a clear space for an unbiased news channel in Tamil Nadu. We will position our channel, in line with international standards, and at the same time, keeping up with our tagline Unmai Udannukudan. While we are marketing heavily across both the English and Tamil print media platforms, on television, we are promoting the channel aggressively on STAR Vijay and Zee Tamil."
The channel will also be promoted heavily on all radio channels in Tamil Nadu. On August 24, major radio channels of the region such as Hello FM, Radio Mirchi, Radio One and Chennai Live Puthiya Thalaimurai will host a roadblock announcing the launch of Puthiya Thalaimurai.
"The stations will not just have radio spots talking about the channel, but there will be major brand-content integration too with the RJs of the respective stations talking about Puthiya Thalaimurai," says Shyam.
The Tamil TV ad market is currently estimated to be in the region of Rs 1,400 crore, of which about Rs 100 crore belongs to news.