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Times Network to launch property channel Property Now

MUMBAI: Times Group-owned television network Times Network is planning to expand its fleet of channels by launching a property channel called Property Now in the third quarter of the calendar year, a source told TelevisionPost.com.

The channel is tentatively planned to be launched between 15 August and 1 September. The launch date, however, has not yet been finalised, the source added.

Property Now, which will be India’s first pan-India property channel, will be a free-to-air (FTA) channel initially. Currently, Spin TV is the only property channel, but it is limited to only Gujarat and Maharashtra.

With Times Group running a property website Magicbricks.com, it was only natural that it would launch a property TV channel. The company also runs a property supplement Times Property.

The channel will initially focus on key urban markets. Its programming will dwell on properties, interiors, and international designs, among other things.

When contacted, Times Now MD and CEO MK Anand declined to comment on the news.

Times Network operates six channels, namely Times Now, ET Now, Zoom, Movies Now, MN+ and Romedy Now.

Currently, most of the business news channels have property shows as part of their content line-up. CNBC TV18 has Prime Property, ET Now has The Property Guide, and NDTV Profit has Property Show.

Allied Media COO PM Balakrishna said that there is a market for property channels. “I will wait and watch to see how the content engages and motivates viewers to watch this channel. It will also be interesting to see their advertising formats. There are builders who will be keen to see their property on TV. Hence, it all depends on how innovative Property Now becomes,” he said.

Currently, most real estate content consumption is happening on print in the form of advertising or editorial and on property websites. “There is a need for this kind of a channel, but how that is going to translate into television content will be the real challenge,” he added.

Balakrishna feels that Times Group’s biggest advantage is its presence across all three verticals—print, TV and online. “They have a print product, an online portal and now this channel, so it will in a way complete the cycle for them. The biggest advantage for Times is the bundling that they can do,” he noted.