News Broadcasting
Primetime OOH undergoes revamp
MUMBAI: Primetime Media’s specialist out-of-home (OOH) media division Primetime OOH is in the process of revamping itself.
Primetime OOH has re-positioned itself as Prime Outdoors. The company has revamped its logo and brand to reposition itself as a trusted solution provider for the client’s OOH needs. Next, it shall concentrate on fine tuning its marketing strategy and adding more clients to its clientele and building brand by creating opportunities, environments and events that educate, engage, entertain, interact and inspire the target audience.
The company also has a new CEO in Sanjay Somvanshi who has 13 years of experience across companies like Yamaha Audio/Jamo Speakers, Actis Technologies, TDI International, En Route Media and has cross functional expertise.
“We wanted to highlight the fact that we are an “Outdoors” company that can stand on its own mettle. We also wanted to use our own logo for the outdoor business to help establish our independent identity which is completely focussed exclusively in the Indian outdoor space. Our marketing strategy is to be completely aligned with our philosophy of providing innovating, cost effective media options to advertisers which helps them meet their business objectives. Our future plan for Prime Outdoors would be brand recognition,” said Somvanshi.
On joining the company, Somvanshi said, “What intrigued me about Primetime was the fact that it is the first ‘six sigma company’ to have developed and implemented outdoor relevant systems and processes – PIPS (Prime Information and Process Systems), which enables one to deliver quality and benchmarked campaigns.”
Primetime was an early entrant in the Television media who started by selling airtime on television serials and films on Doordarshan and other private satellite networks. By virtue of diversification, Primetime has expanded their business to include international marketing of airtime, Out-of-Home media solutions, and specialised mid-sized and small towns initiatives and more recently by launching initiatives in the digital space.
Prime Outdoors has developed scientific tools such as PRISMS (Prime Information and Site Management System), which uses market information in terms of its total potential, profile of the population and different media options exposed to these towns. It also offers web-enabled services, such as the online tracker, ensure complete transparency which helps clients to view and monitor their campaigns conveniently online.
News Broadcasting
News18 India launches Command Centre war explainer with Arya
New show shifts from debates to decoding global conflicts and impacts
MUMBAI: News18 India has rolled out a new war-focused programme, Command Centre, featuring Gaurav Arya, as it looks to offer viewers a sharper, more grounded take on global conflicts amid rising tensions in West Asia.
Positioned as an “insider war room”, the show moves away from conventional panel debates and instead focuses on explaining military developments, decoding strategy and connecting global events to their everyday impact, from fuel prices to economic shifts.
The format leans heavily on visuals and data. The studio has been designed like a command hub, complete with large LED war maps, real-time graphics and an alert system to track developments as they unfold.
At the centre of it all is Arya, who brings his military background to simplify complex war strategies for viewers. His signature line, “Seedhi baat samjhiye”, anchors the show’s promise of clarity over noise.
News18 India managing editor Jyoti Kamal said, “Command Centre, featuring Major Gaurav Arya is designed to deliver accurate insights and a clear perspective on how evolving conflicts impact everyday life, from household budgets to national security. With expert voices analysing every development in real time, the show goes beyond headlines to decode what’s happening now, what it means, and what could come next.”
Echoing the intent, Gaurav Arya added, “In times of war, confusion is the biggest threat. With News18 India’s Command Centre, we are bringing viewers inside the war room, decoding strategies, tracking every escalation, and explaining, in the simplest terms, what it means for India and for every household. Seedhi baat samjhiye, this is where you understand not just what is happening, but what happens next.”
The weekday show will air in the afternoon slot and will also feature Gaurav Shukla, adding to its editorial depth.
With its mix of analysis, visuals and a clear focus on impact, the show reflects a broader shift in news consumption. Viewers are no longer just watching events unfold, they are looking to understand what those events mean for them.
