Sanjay Pugalia, Editor Awaaz

Perspective on the news channel scenario

First there was the 'grab' phase of television news (1999). Later, it was lots of politics and then disaster coverage was a big event once in a while. After that it was fashion & lifestyle - about best places to shop, what car to buy which restaurant you should go for. Now, there's a pressure to get eyeballs or because your rival is trying to do something, everyone wants to do it. But 2005 is definitely a year for refinement.

News channels are a bit too psyched with the change in the market scenario or some lack the confidence in taking forward what they're doing. And that's why we see a lot of non-news formats and fictionalised entertainment kind of shows; which claim to be newsy but are not. Many channels are psyched by the pressure from the rivals or because of the mass entertainment channels. Also, entertainment channels continue to take the route of infotainment, lifestyle and travel. So, there is cross programming happening.

I strongly believe that you can play with the format, you can think of an innovative design but you cannot fictionalize news. You cannot be creating a prison and getting the anchors to act in it. Also, in the rat race some channels are also doing things which are just not done. Just a look across channels doing crime shows is enough to get the point across. Though crime, lifestyle, fashion are definitely a part of news but what is important is it giving it a newsy treatment.

Target audience

Across the world there have been attempts to weave in young viewers to watch news but it has not happened. The bulk of viewership is probably 25 + or even 35+. But getting younger audiences is a myth.

You could probably get them in with shows on education or jobs. Some channels are doing programming for the younger lot to look aspirational and classy. One can get fewer eyeballs but great market buzz.

Our philosophy and offerings

The politics bit has been overdone in our country. Our positioning is clearly to address the consumer; be it a housewife, breadwinner or an employee. Along with the basic daily news, Awaaz addresses the needs of the consumer.

Programming is based on a few pillars - first tell the consumer what to buy, how and where. Second one is a small investor who has some amount of spare money to invest. A third pillar is trader commodities Stock market for small investors- our language coverage different.

Formats to expand the Universe

Aapki Awaaz is a weekly audience based consumer show anchored by Shabana Azmi. Here we discuss the plethora of people's problems, get the perspective of the victims and cross question the culprit, be it government agency, some big company or private organisation. The show has been able to bring in more interactivity for us since editorially we are on the side of the victims and cross question the culprit. Chalti Ka Nam Gadi is for the upscale audience which offers buying guides to cars in the market Looking at the growing interest in health and lifestyle, we have Jiyo Zindagi.

To get in a younger TG we have Hum Honge Kaamyab; a weekly career guide intended to help job seekers. From the right training to relevant placement, the show guides viewers at each and every stage. It will also have sections meant for employees who aspire to excel in their calling.

Will I be covering a Page 3 kind of show or a show on books for that matter? Even if we do it, we will always have our core positioning in mind.

Click on the channel logos to read on: