In a move to take the competition head on, India Today Group has brought its flagship brand onto television as it replaces the name of its English news channel Headlines Today.
In a move to take the competition head on, India Today Group has brought its flagship brand onto television as it replaces the name of its English news channel Headlines Today. The channel is now called India Today with a new logo. “With the relaunch of the channel we are making a shift from ‘prime time’ to ‘prime team’. A team comprising of excellent journalists including Rahul Kanwal, Rajdeep Sardesai and Karan Thapar who will redefine news has been formed. The focus will be on coverage and presentation of facts in a more serious manner,” said Kalli Purie, group synergy and creative officer at the India Today Group (ITG).
The news channel will focus on non-linear story-telling with appification of news. With its target audience in the 22-45 age group, who are comfortable with a multi-screen experience, the India Today channel has adopted many elements of a typical website or mobile screen. From snippets of important news to giving a sneak peak of feature stories, to shows on personal finance and auto apart from a marquee show featuring author Chetan Bhagat, there’s alot to watch. For Ashish Bagga, Group CEO, The India Today Group, changing the name of the channel from Headlines Today to India Today is more than a rebranding exercise. “The idea is to create a mega brand. We know there is space in the market to create one as there is a lot of distrust about news. Currently we are snapping at the heels of the number one player. The aim is to take over soon,” said Bagga.