Times TV to launch Romedy Now in mid-Sep + Jaldi 5 with Ajay Trigunayat, CEO, English Ent Channels

29 Aug,2013

Ajay Trigunayat, Harsh Sheth & Sunil Lulla at the launch of ROMEDY NOW

By A Correspondent


It was a well-guarded secret and the invitations didn’t quite reveal what the channel was all about. Media conglomerate Bennett, Colmean & Company Limited (better known as the Times of India group) announced an all-new English entertainment channel: Romedy Now. Catering to urban, upscale audiences, the channel will offer a combination of ‘Love and Laughter’.


Speaking to the media, Sunil Lulla, Managing Director & Chief Executive Officer, Times Television Network, said, “We at Times Television Network, are excited to strengthen our footprint in the English entertainment category with the launch of Romedy Now. The success of Movies Now highlights the tremendous opportunity that the category presents, with both viewers and advertisers.”


Jaldi 5 with Ajay Trigunayat, CEO, English Ent Channels, Times Television: People watching shows through downloads and internet streaming are negligible

01. And we all thought there was a downturn, advertising was bad. Etc, etc, etc. And you are launching a channel, which isn’t mass, it’s not exactly uncluttered though there may be no clear romcom positioning. Comments?

The downturn is not impacting the English entertainment category – which caters to the urban mass. The category is definitely not niche, 6 crore people watch this category every week and it is growing at a healthy rate of 98%.


We don’t utilise positioning as a brand management tool. The brand identity is pivotal to the insight that life is about love & laughter crystallised in 3 words – ‘Love. Laugh. Live.’ brought to life in Warm golden yellow.


02. Romcom in the English entertainment space has had some trouble with the BCCC and various regulatory complaints. So: how are you going to get around that?

It is not love and laughter content but voyeuristic content which is objectionable to the viewer. We don’t encourage voyeurism on our channels


03. One of the issues in this genre is people watch shows on the internet much before the show’s aired here. Any thoughts on beating that? How current will be your shows (season-wise)?

People watching shows through downloads and internet streaming are negligible in numbers. Average downloads per show in India are less than 5000 and the highest ever is 37000. English television reaches out to 6 crore people for 60 minutes.


We will be offering the shows within a short span of 24-72 hours of US/international telecast. Other shows which may be repeated are determined by the popularity of the show and viewer demand.


04. Do we see ‘Made in India’ content?

Not yet, we have considered this but we will not execute this for some time.


05. Any tie-ups with international production companies/channels for content?

All key studios, example Warner, Fox, MGM, Regency and 40+ mid/small size distribution tie ups are in place.


Added Ajay Trigunayat, CEO, English Entertainment Channels: “We changed the game in the English movie category by challenging the status quo with the launch of Movies Now. Extensive research has revealed, the audience is seeking highly differentiated and personalised content and the identification of this ground breaking shift of genres and the significant gap between behaviour vs. need, has led to the conception of Romedy Now.


Elaborating on the brand, Harsh Sheth, Associate Business Head, said: “Romedy Now is the go-to destination for the ‘time-pressed’ urban masses who neglect the most important aspects of life -‘Love & Laughter’. Therefore,the essence of the brand, ROMEDY NOW, is crystallised in three words -‘LOVE.LAUGH.LIVE.’ brought to life in warm golden yellow.”


The channel – to launch in mid-September – will be launched in standard definition and high definition (HD) and across all distribution platforms. There is a strong marketing plan as the the channel will utilise the combined strengths of the Times Television Network and the Times group publications at the time of the launch. BBH India is the creative agency.


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