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Headlines Today gets MIB nod to rebrand as India Today
MUMBAI: Headlines Today, the English general news channel from the TV Today group, will soon adopt the brand name of its parent company’s flagship magazine, India Today.
The Ministry of Information & Broadcasting (MIB) has given the nod to TV Today to change the name of its general English news channel Headlines Today to India Today. TV Today’s board has also approved the rebranding proposal.
TV Today’s flagship Hindi news channel Aaj Tak is the category leader, but Headlines Today has never been able to make it to the top despite coming from the house of the India Today group, which has been a strong news and current affairs magazine for 40 years now.
However, TV Today has been working on a revamp plan for its English news channel. As a part of this exercise, the company hired bigger names in FY15 to work for the channel.
At the beginning of the fiscal, Karan Thapar joined Headlines Today. Later, former Indian Express editor-in-chief and CEO Shekhar Gupta and CNN-IBN editor-in-chief Rajdeep Sardesai also joined the group. While Gupta stepped down within three months, Sardesai continues to be consulting editor with India Today and does shows for both Aaj Tak and Headlines Today.
TV Today’s revenue leader has been Aaj Tak while Headlines Today has been far behind. The English news channel has picked up in ratings and now the push is to give it a brand lift.
TV Today’s plan is to convert Headlines Today into a completely new channel, with a focus on non-linearity to attract younger audiences.
Incidentally, it will also add a layer to India Today group’s already existing offerings in print and digital space branded under India Today.