Times Now Navbharat to go for mass distribution with the launch of its SD channel on Jan 1

After launching Times Now Navbharat HD in August, Times Network is all set to launch the standard definition (SD) version of its Hindi news channel on 1st January 2022.

Speaking at a media roundtable on Tuesday, Times Network MD & CEO MK Anand noted that the decision to launch the HD channel ahead of the SD channel was a strategic one. He pointed out that the Hindi news market had only one HD channel in Aaj Tak HD before Times Now Navbharat HD was launched.

Till now, most broadcasters have followed an SD-first launch and tried to build mass penetration first. HD versions of the SD channels are launched once the latter has gained enough market share. The SD and HD versions of a TV channel brand allows a broadcaster to address mass as well as premium audience segments.

“In India, given our market structure channels can occupy the sophisticated end and mass end with some differentiation using the HD/ SD combination. While SD takes you to the masses, the HD version allows framing the brand better. Typically, HD has been an extension of the SD version. But we felt there was an opportunity to position at the upscale end and gain premium perception if we went in HD first. So, that was an important strategic reason. Coincidently, when we launched in HD, the only HD channel which was there in the Hindi News space was Aaj Tak HD which worked in our favour as it helped signal parity by association. It however also meant that we had to design the product for the discerning viewer set, and we had to be ready with our best foot forward with the right content, right FPC, the right packaging, in short, everything had to be the best,” he elaborated.

Anand also noted that the launch of Times Now Navbharat SD ahead of critical state assembly polls will allow the channel to scale up its distribution quickly. "We actually expected it would take a year before we were able to sort of take the plunge. But then, the product has been so well received by consumers and advertisers that we decided to advance the expansion, as the election was a fantastic opportunity and a window to go for mass distribution," he added. He believes that the HD first launch is a brilliant opportunity which very few brands have looked at in the broadcasting ecosystem. 

Talking about the response garnered by the channel in the first few months, Anand shared that Times Now Navbharat has trended multiple times on social media whenever there was any big breaking news. While Times Now Navbharat SD and HD will air the same content, the network will consider spinning off the two channels as separate products in the future. “The content is going to be the same but over a period of time we might spin off the two channels as slightly different products like Times Now and Times Now World”, he noted.

Anand also informed that the ad volume on Times Now Navbharat HD is 55-60%. “We have kept our price at the same level as Aaj Tak HD, and we have been able to meet our objective on ad volume. In the Hindi business news genre, we are on top of whatever targets that we have set for ourselves and business as a genre anyway has been buoyant post-pandemic.”

The Times Network MD and CEO also said that the response from advertisers to Times Now Navbharat HD has been satisfactory despite the absence of viewership data for TV news. According to Anand, the news genre is not a CPRP based category, and buys on ERs instead. “What advertisers buy is opinions and influence,” he said.