MUMBAI: India 24x7 ushers in a breadth of fresh air, revamping the dominant pattern of Indian News channel and bringing Hope amidst apparently gloomy happening. India 24X7 a national Hindi ‘Free To Air (FTA)’ news Channel is going to start operations in Indian domain from October 24, 2015.
To cut the morass of market, the channel aims to serve family entertainment, healthy viewing and distinctive news to upgrade its viewers to make informed choices rather than only news. To draw fringe audience on to the channel, anchors will play a key role. Their personality, styling and reliability will determine which audiences find resonance with the brand.
While the news genre is traditionally seen as largely an individual viewing space, India 24x7 wishes to create a family appointment viewing experience. It will attract different age groups and different gender skews. It will also address viewers who are young in terms of mindset and shared value.
Channel Editor Vasindra Mishra said, “India 24X7 will choose clarity over aggression, Jankari over sensationalism. It endeavours to offer ‘distinctive news’ as opposed to breaking news, or sensational news. With our family viewing objective, the flavour of coverage will focus on the positive side of every story and also enliven us through its entertainment quotient.”
Mishra went on to add, “If you look at existing news programmes, you will find that majority of the news channels are busy proliferating negativity in the society as if there is no hope available for them. But, India 24X7 believes in hope. We will try to fish out hope even from the tragic incidents.”
Traditionally, news genre targets male 35+ audiences, but India 24x7 is young at heart through the presentation of its content. The channel will work on inventory of 12 mins per hour giving more content and news to the viewers that brings knowledge and empowers them.
The channel is available on major DTH platforms and local cable networks like Dish TV, Airtel, Tata Sky, DD Free Dish, Siti Cable, Fastway, Digi Cable, DEN, Hathway, In Cable, GTPL and other local cable networks.
