India TV, gears up to give advertisers better value for money

India TV recently celebrated its fifth birthday with a visual offering to its viewers. The channel recently changed its look and feel with more colours and content to the channel.

In an exclusive conversation with Adgully, Ritu Dhawan, MD, India TV, explains, "India TV has completed five years, it is in its youth now. It is more aggressive in its approach, in the overall channel outlook and now the on-screen look also emulates that. You will see more vibrant, happy colours that are easier on the viewer. In all, you will see more energy on the channel."

The revamp is said to be a completely scientific and researched step. On this, Dhawan, elaborates saying, "While working on the new look with US company we studied the market and analysed the viewers' preferences both in terms of programming and looks. That's why changes made are very scientific. There is a thought process involved behind every aspect that has been altered. It's not just the look. Content is also more aggressive now."

So, is this step a strategy to attract more eyeballs and expand the viewership of the channels? Dhawan, replies, "There is fortunately no need for any fresh initiative to expand the target audience. India TV during last five years has worked everyday to expand its market share. No doubt that India TV is a well established brand, but even popular brands need to revamp to bring in freshness. I am sure India TV will gain more viewers and supporters in its new avatar."

Conveying her message to the advertisers, Dhawan, sums up, saying, "I would like to thank media, marketing and advertising fraternity for their trust and support. In the New Year India TV's resolve is to deliver ratings with responsibility. As the nation's leading news providing channel, India TV, with its new look, will give its advertisers better value for money.