Financial Daily from THE HINDU group of publications
Friday, Nov 14, 2003
Financial Daily from THE HINDU group of publications Friday, Nov 14, 2003 |
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Marketing
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Events Next year acid test, says Star's Kohli Ratna Bhushan
Jaipur , Nov. 13 WITH the ABP Group having recently picked up 74 per cent stake in Media Content and Communication Services (MCCS), the company set up to broadcast Star News, the channel is busy building on the "positives" of the association. "While there have been no changes in the management structure and editorial policy, we have more knowledge and maturity on our side now," said Ms Ravina Raj Kohli, President, Star News. "The one aspect of the channel which called for room for improvement has been experience. But now, we are in a phase in which confidence is setting in," Ms Kohli told Business Line, on the sidelines of the Ad Asia 2003 event. "With so many news channels on air, the competition is obviously cut-throat. Most of the current news channels kicked off operations within three-four weeks of each other. It will take about one year of operations to decide which of us will survive, and which of us will keep their heads above water. Next year is when we will face the acid test," she said. In line with its defined vision of "broadbasing content and getting more relevant to more people everyday," Ms Kohli said that the New Year would see Star News introducing new, people-centric shows. On the much debated issue of whether brand loyalty existed or not within the space of news channels, Ms Kohli pointed out that brand loyalties within the category would build over time; and that the channels with credibility and relevance would score over the others. As for advertising revenues, Ms Kohli said that new categories that have been coming aboard the channel include the fast moving consumer goods (FMCG) sector. The ABP Group had signed a joint venture agreement with Rupert Murdoch's Star Group two months back. Star has the balance 26 per cent stake in the augmented paid-up capital of MCCS.
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