Jaldi 5 with Sorbojeet Chatterjee: Quality editorial is core for any news brand

20 Sep,2012

A disclosure: he’s our quizmaster and hence part of the MxMIndia family.

But he’s a professional first and as he sets out to make a dramatic switch from television to print, we thought it would be good to do a ‘Jaldi 5’ with him. For the record, Sorbojeet Chatterjee assumes office today as Vice President – Marketing at Diligent Media, publishers of the multi-edition DNA newspaper.


01. From the No 1 Hindi news channel network to a challenger sports network to a challenger newspaper brand… you could”ve been sitting pretty with the leader at Aaj Tak. So why change?

The answer lies in the question… as a marketing professional it’s critical to get varied exposure and not get too comfortable. After a fantastic stint in television news, the scale of sports was indeed tempting. I have been quite fortunate working across strong leader and challenger brands with some of the sharpest minds in the media industry. The momentum continues with DNA.


02. You don’t hear of too many people switching from television to print. As a media marketer, do you see fair amount of action in print?

There is no denying that the relevance and more importantly the impact of newspapers are constantly growing… especially in India.


For me it completes the proverbial ‘circle’ in media…television, radio and now print. The complexities of building a strong newspaper brand are quite different from what I have done so far and I am looking forward to a new set of marketing challenges.


03. What’s the first big thing that one can see on you joining DNA? Will there be more synergies with the parent group’s media offerings?

Too premature to say anything. Will be suitably poised to answer this after a few weeks of rolling up my sleeves and getting my hands dirty.


04. There are various views on it, but we would like yours: what’s more important for a newspaper’s success – quality editorial or great marketing?

This is hardly a debate. Quality editorial is the core product for any news brand and is the solid foundation. Aggressive marketing is essential to create consumer awareness and overall buzz. A strong product without strategic marketing or a struggling product with cutting edge marketing yield the same result – a failed attempt!


05. How’s Mumbai been for you at work? Pardon our putting you into a spot on this, but a quick Mumbai v/s Delhi analysis?

Ah, this is a toughie! As a professional in this dynamic environment, one can’t afford to get attached to any particular location… it’s not the city that matters, but the culture in the workplace. How’s that for diplomacy?


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