Headlines Today out to woo youths with 'Bangalore Beats'

TV Today Network’s Headlines Today is eyeing the Bangalore market for viewership, and has come up with a new show called ‘Bangalore Beats’. This is a part of the channel’s effort to connect further with its urbane youth-centric target audience, and has thus started an exclusive week long special on Bangalore. The half-hour show has been on air since July 1 at 8 pm, and will go on till July 7.

G Krishnan, CEO, TV Today Network, said, “Bangalore is a very important viewership market for an English news channel. In-depth coverage, such as what we are showcasing this week, is bound to create a stronger bond between the viewers and the channel. I believe more such initiatives should be made in order to bring the medium closer to its audience.”

Headlines Today has implemented a 360-degree marketing campaign within Bangalore to promote this show. The effort includes reaching out to the youth through a high-frequency radio campaign on popular radio stations, along with print ads and outdoor media all around the city, including branding in Bangalore’s two most visited malls -- Forum and Garuda. At the same time, cable TV networks have been included in the media plan.

The channel has planned a number of stories and specials including one on the life of call center employees in Bangalore. A Headlines Today reporter would actually spend time in a call centre, and report on the life and culture in that representative sector of the country’s youth.

As part of the channel’s tie-up with Hansa research, an opinion poll has also been conducted among employees of IT offices and BPOs, who are opinion makers among the urban audience of Bangalore. A special on this poll is also a part of the programme offering of ‘Bangalore Beats’. Besides, a number of specials on Bangalore’s shopping, parties, food and nightlife, among others, will be featured.