Gujarat-based Neesa group of companies has decided to launch an English news channel, following its Hindi news channel Jano Duniya, which was launched in February, 2013. The new channel has obtained a licence and the company plans to launch the channel in the first quarter of FY 2013-14.
"The English news market has been growing at a very fast pace in the last decade. There is a ready demand for differentiated content in the digitised environment. Currently only five players are active in the national market and there is immense scope for a new entrant," says Arvind Gupta, director, Neesa Group.
Jano Duniya is a national Hindi news channel with bureaus in more than 10 cities including Mumbai, Delhi, Jaipur, Bhopal, Indore, Jabalpur, Gwalior, Raipur, Surat, Baroda, Lucknow and Udaipur. It is available in the Hindi speaking markets across MSOs including GTPL, DEN, DIGI, NEW Prime, Nine Cable Network, WWIL, Skynet, Darsh digital, JPR, DDC, Star broad band, Satellite Vision and Hathway. It is also available on cable networks.
Targeting people in the age group of 18-45 years, the channel started advertising in April, 2013 and currently has commercial time of about five minutes per hour. The target is to reach the prescribed 12 minute per hour advertising by January 31, 2014.
Although regional is an easier way of getting into the broadcast business, why did the Gujarat-based company try for a national channel in the first place? The company spokesperson explains, "Regional channel has its limited viewers and limited growth whereas Hindi news is seen and understood by the viewers across India. Accordingly the growth potentials are unlimited."
The company promotes the channel on regional newspapers, hoardings and LCDs at crowded places, street light boards and on ground quiz contests. The team is also reaching out to villages and cities with Jano Duniya branding for viewer feedbacks. The channel had launched Live TV parallel to the terrestrial TV channel. A mobile application is also available.
Having tied up with news wires like ANI, ROUTER and PTI, amongst others, the channel has news bulletins like Aaj Ka Mudda, Apka Sahar, Good Morning Duniya, Jano Sports, Business ki Baat, Mid Day News, Jano Duniya Khabar, Business Duniya, Around the World and Front Page. Other than these, the soft programming includes Reel Duniya, Hasana Jaruri Hai, Vandana, Khana E Khas and Gazet Show.
The channel is headed by Kamlendra Kanwar, editor in chief and channel head, while the marketing and ad sales is headed by Rahul Khatkar and Rajiv Dubey, respectively. Arvindnath Jha is the business head.
For the record, the Neesa Group is based in Gujarat and has presence in hospitality, education, agritech, information technology, infrastructure and food processing. The company plans to set up its own teleport, media training institutes and take it forward with launch of more channels of different genres. Keeping abreast with the changing technology, the group plans to set up multiple distribution platforms such as digital, online and mobile apps.