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Mirror Now will be a commercially viable channel: MK Anand

MUMBAI: Times Network is making efforts to build Mirror Now as the second strong English news channel from the group. The TV network’s flagship English news channel Times Now has been leading the English news genre for a long time.

After shutting down property news channel MagicBricks Now, Times Network soft-launched Mirror Now in its place as a fresh new channel. The channel was officially launched yesterday.

Mirror Now’s positioning is distinct from Times Now to prevent cannibalisation of viewership. It will stay away from political coverage and will focus on infrastructure and civic issues concerning India’s urban dwellings.

Having replaced MagicBricks Now, Mirror Now has a solid distribution in place. It is available on most distribution platforms barring few direct-to-home (DTH) and cable TV platforms.

MK Anand Inside1The target audience of the channel is serious news junkies. The key TG of English news channel is NCCS AB Male 22+.

“Mirror Now will be commercially viable. It has a distinct positioning and it will target viewers who are interested in serious debates,” Times Network MD and CEO MK Anand said.

Mirror Now editor Faye D’Souza said that the channel will focus on infrastructure, environment, women’s safety and crime. It will also do a lot of citizen interaction and on-ground shows.

‘The Urban Debate’ is the flagship show of the channel.

With average weekly reach of 300,000 impressions, Anand expects the number to jump to 450,000 weekly impressions due to the launch of new content and sprucing up of distribution, which will bring it on a par with mainline English news channels like CNN News18, India Today TV and NDTV 24×7.

Anand also expects time spent to jump from 4-5 minutes to 7-8 minutes.

The broadcaster recently launched Times Now HD on Tata Sky. Anand said that the HD channel will have differentiated content going forward.

The network has also elevated Rahul Shivshankar as editor-in-chief in an effort to up the ante and scale greater heights.

In a bid to reach out to newer audience, Times Now recently launched ‘The Morning NewsHour’ in Hindi.

With close to 15 million followers on social media, the channel engages with its viewers by giving them up-to-the minute news across all social media platforms.

It has also launched ‘Next Level’ initiative, which promises to give its viewers an innovative, immersive and involved experience.

Times Now, with 3D VR newsroom and a virtual studio, enhances the viewers’ experience. With a 360 degree view, the network claims to present the future of news reporting with a cutting-edge technology.

Concepts like ‘Snapwrap’ and ‘Picture Book’ help the viewers track all the news throughout the day at a glimpse with pictures onscreen. ‘News Day 360’ gets five critical developments on the two biggest stories of the channel and ‘Top 10’ gives 10 important highlights to the viewers while they are immersed in the main story.