IBN7 repositions, dons new look

15 Jul,2013

By A Correspondent


Network18’s Hindi news channel IBN7 is sporting a new look with effect from today. In a communiqué sent out to the media on Saturday, the effort is to enhance the channel’s news content and positioning.


As part of the refreshed look-and-feel, IBN7 has gone in for a new logo and a new tagline – Bebaq.Bekhauf – which, the communiqué adds, is a “logical continuation of the earlier tagline ‘Khabar – Har keemat Par’ that reflects the channel’s approach to covering news”


A new campaign to promote the channel is also being unveiled. Themed Nidar. Atal. Prachand. Satya., the campaign defines IBN7 as a channel which is fearless (nidar), accurate (atal), impactful (prachand), and truthful (satya).


Although TAM does not release the numbers of individual channels, according to information available to MxMIndia, IBN7 has been ranking #6 as per TAM ratings over the last five weeks (CS 15+ AB in the Hindi-speaking markets). Aaj Tak leads the list followed by ABP News, India TV, Zee News, NDTV India and then IBN7. Given the Network18 pedigree in news and CNN-IBN’s status amongst English news channels, it has indeed been a surprise that IBN7 is way down the ladder. Some media analysts, Hindi news TV-watchers and former staffers we spoke with attribute the failure to innovate and adapt to market trends as the primary reasons for this. There is also an issue of distribution of the channel.


While attempts to reach the channel spokesperson over the weekend failed, the quotes handed out in a press release are as follows:

Rajdeep Sardesai, Editor-in-Chief, CNN-IBN, IBN7 and IBN-Lokmat: “We are delighted to announce the new look of the channel. With the new logo and the revamped look, we intend to enhance the brand recall and continue with our vision to deliver quality news and programming which will have a positive impact on our viewers.”


Ashutosh, Managing Editor, IBN7: “The revamped look of the channel celebrates many glorious years of bringing the untold truth to our viewers. The move is aimed to reiterate the channel’s vision and philosophy and convey its message in a firm manner.”


Sanjay Dua, CEO, Network18 Media: “The defining value of IBN7 which projects fearlessness, boldness and an unbiased approach will now reflect in the channel’s everyday reporting. India’s Channel of Impact, with its refined positioning, will continue to stand out from the rest.”


Dilip Venkatraman, CEO, IBN7: “We are excited about the energies that the new logo, look, tagline and campaign are able to add to IBN7 and we are sure these will add considerable value to all our stakeholders, especially our advertising clients, sponsors, media agencies and other partners.”


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