The Hindu Business Line : TV news channels don new look

IT'S not just celebrities who believe in reinventing themselves. Television news channels too are donning new looks with the help of well-known international design houses.

Star News, for instance, recently hired BBC Broadcast Design, while NDTV has been using Los Angeles-based TAG Creative Brands Solutions, and Aaj Tak has employed two renowned international consultancies, JUMP and GOSU, for the execution of its `new look'.

Mr Keertan Adyanthaya, Brand Director, Star News, said: "The idea to undergo a makeover is in line with the evolution process of the channel.

"Our new channel identity has been created to convey the message that the team collects information from all possible avenues and collates it before finally presenting it to the viewer. Red, blue, purple and yellow stars have been used which finally merge together to form the Star News logo, thus conveying the same."

Similarly, Aaj Tak felt that viewers have become more discerning and benchmark all offerings to international standards.

Industry analysts said that the consumer wants to watch smart-looking channels.

"There are instances when the news is the same across various channels, but how the news is played becomes the differentiator," said Mr Atul Phadnis, Vice-President, TAM India.

However, Mr Raj Nayak, CEO, NDTV Media, said that the look and feel of the channel are as important as the content.

Meanwhile, media planners said that competition will be increasing in the news channels segment.

"There will be channels from the Dainik Jagran stable and the Times group in the near future. The market for news channels is estimated at Rs 500 crore and is growing at about 20 per cent. It is, therefore, essential for channels to create their own brand identity, something which happens in fast-moving consumer goods and other such categories," said a Mumbai-based media planner.

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