Mumbai: In the longest-ever polling witnessed during this Assembly elections, West Bengal geared up for an intense, high-powered, eight-phased election drama stretching from 27 March to 29 April 2021. With campaigning by all political parties at a dynamic high across the state, ABP Ananda launched widespread coverage for the state Assembly Elections under the umbrella branding of its exclusive election property- ‘BanglarBidhan 2021’.
With an extensive on-air & on-ground programming like Opinion Polls, Exit Polls, Results on counting day, LIVE Debates, Capsules on each constituency followed by on-air discussion with experts which covered every nook and corner of the state, BanglarBidhan emerged as one of the most comprehensive election-based programming this election season.
The channel has been a market leader in West Bengal for over a decade, banking on the strength of its comprehensive coverage of all key events & issues. With a staggering reach of 50 million, ABP Ananda has reached 90 per cent of all Bengali TV-viewing households. [Source: BARC TG, 2+ Mkt, West Bengal, Period 12-36’20, Cume Reach (in Cr.)]
Continuing with its practice of exemplary minute-by-minute election reportage, ABP Ananda provided the latest updates from every corner of Bengal to its viewers backed by over 100 reporters, 12 anchors, and 2500 hours of programming. To ensure that its viewers did not miss out on any action in the run-up to the election, the channel had studios based out of seven districts namely: Tamluk, Durgapur, Barrackpore, Siliguri, Midnapore City, Baharampur, and Cooch Behar.
ABP Ananda took on a bevy of sponsors on-board for BanglarBidhan including presenting sponsors TopTech TMT, Rashmi Cement, ABP Weddings, Dabur Red Paste, Ajanta Shoes &Glucon-D. The show was co-powered by Macho Hint, Ganesh atta & Shalimar Chef Guro masala. Partnered by Softovac, Sonoscan, Cycle Rhythm, Asian Paints, International Institute of Hotel Management &Essco by Jaquar Group.
To ensure high-end, full-throttle coverage on all political affairs of the state, there was a bouquet of 15 plus programming segments on the news channel. BanglarBidhan 2021 brought an eclectic assortment of shows under its ambit:
There was TarokarChokheTaroka Kendra - A highly acclaimed show wherein Tollywood celebrities visited key constituencies, acting as ABP Ananda reporters, bringing out two different POVs from each constituency/district. The show had a travelogue format with a political overview.
Then there was ChaltiHawa - a travel show with a blend of politics and culture, which delved into the local folk art, cuisine, and politics of rural Bengal, in one-single pot boiler. Voter Baddi – ABP Ananda parody videos running in its news wheels. The parody songs/music were composed by top bands and singers of West Bengal, while their videos were produced by the channel itself.
Some other interesting shows included Power Meal – a non-political capsule on the campaigners’ diet during the campaign spree, which provided a break to the viewers from the otherwise politically saturated news wheel. There was also MukhoMukhi – a show which entailed a series of face-offs and exclusive interviews with political titans. AayByay - A special capsule on the declared property of heavy weights, and NiyomNasti- an irregular segmenton 'rules being broken'by political partiesduring campaigns.
Additionally, ABP Ananda conducted Opinion Polls and Exit Polls to gauge the electoral pulse of the voters, besides an edge-of-the-seat Live counting of ballots on Results Day. Discussions with expert panellists with a neutral take on all issues confronting the state at large were other highlights of the election coverage that sought to bring all aspects of the on-ground proceedings to its viewers, precisely and instantly.
Furthermore, there was exclusive content streamed via its Digital platforms, with Vox-pop series and "BHADRA BHAABE VOTE'' (election well behaved) - a quirky digital series that reminded viewers to be well-behaved during the election season. The latest internet sensation, Sayan Ghosh as a protagonist took the audience through it in his usual humorous ways. There were a total of eight digital-only films and the total views garnered on YouTube is over 19.55 lakhs.
In fact, the pulse-pounding election coverage of ABP Ananda’s YouTube channel clocked over seven million views. The view count was recorded till 7 March, according to Pepper Media—YouTube. In addition to this, there were OOH Campaigns with 200 Impact sites spread across key locations in Kolkata & ROB for over a month; along with print ads in AnandabazarPatrika on key election days. There were also BTL Activations such as branded Innova with the news channel logo, covering 20+ locations across West Bengal for channel promotions.
As a testimonial of ABP Ananda’s high-intensity reporting from the remotest parts of the state an umbrella Campaign TVC was launched– Phase II BANGLAR KHABOR. BANGLA THEKE (News of Bengal. From Bengal). This was a brand film with real locations, shot across 20+ places over eight districts of West Bengal - highlighting issues about that particular area. It underscored how the channel brought in real news for the viewers despite hurdles amidst myriad challenges. It garnered over 6.38 lakh views on YouTube.
On the comprehensive coverage, ABP Network CEO Avinash Pandey said, “ABP Ananda has always pursued its vision towards responsible & impactful journalism, delivering top-notch content to Bengali viewers worldwide. We have always ensured unique, compelling, and comprehensive coverage when it comes to issues of both local and national importance.”
