News channels woo young India

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: With 54% of India’s population under 25, corporates are trying their best to woo the youngs. The programming content of news channels have seen a dramatic shift, with shows focussing on the young. Consider this: NDTV is soon launching a reality show on education. The show will give its participants a chance to win scholarships to British universities in media and cultural studies, management, computing science, and engineering. Based on the performance in the show, the university will be allotted.

“Reality show gets viewership. No parent will object to education,” reasons Raj Nayak, CEO, NDTV Media. The show is scheduled to go on air from July 14. With this 13-week show, the channel is expecting a huge response.

Earlier this year the channel managed to rope in the reclusive Shweta Nanda for Gen Next on NDTV Profit. The show features young Indian achievers below 40. The 12-part series aims to capture achievers in arts, literature, sports, films etc. “I took up the show because it involves talking to people of my age,” saysNanda.

CNBC which wooed the youth with Hum Honge Kaamyaab, has since planned career reality show. Hum Honge …is about educational, career and entrepreneurial choices. CNBC officials claim that the show has been well received by youth. Says Priyanka Tiku,GM (marketing), CNBC Awaaz, “Young talent is available throughout the country. People in metros are aware of career options but people in smaller cities are not. These shows enable us to reach out to the youth throughout the country.” CNBC is also hunting for a new face to anchor its new show Khud Par Karo Yakeen . “P&G, the show’s sponsor conducted a research which showed that being a news anchor is a matter of prestige thing in small cities. That’s how the show was conceptualised,” reveals Tiku. The show was open to all aspiring candidates and the channel visited six cities, interviewing 100-120 participants in each city. Out of these, 12 will make it to the finals and be groomed for the job.

Film director, Tanuja Chandra, a jury member for Khud Par Karo Yakeen was pleasantly surprised at the youngsters. “I liked the concept,” says Chandra. She feels that shows like these can have long lasting effect on the youth.