In an attempt to put forward a stronger brand communication, Sadhna News has taken on board Raghwesh Asthana as CEO. Asthana joined the channel last week and has taken over the plans to revamp the look and feel of the channels.
Sadhna News established two of its regional channels in 2008; one focussed on Madhya Pradesh and Chhattisgarh, while the other one focused on Uttar Pradesh and Uttarakhand. In 2010, Sadhna News was launched for Punjab and Haryana.
The channel plans to launch one more regional channel for Jammu and Kashmir.
Commenting on his new role, Asthana says, "Sadhna News is at a point where the channel is looking to consolidate its focus on regional news. It has been analysed that the channel needs to make its presence felt in the markets where it exists. We have consciously thought that it has become a very crucial to further strengthen its hold over the regional markets."
The new look of the channels will be released in the next two months. Though the amount to be invested in these changes is not yet decided by the promoter, industry experts suggest that the amount will be high for a channel like Sadhna News.
Asthana has a 22 year career focused on local content for regional markets. Asthana was with STAR Vijay as programming head, after having shorter stints at UTV, Radaan Media (as creative head) and Min Bambangal.
After STAR Vijay, he shifted to GN Infomedia, which owns GNN News channel and GNN Bhakti, where he was CEO. He launched the channel in June, 2011.