Did you notice that #TimesNetwork launched a new channel, #MirrorNow, earlier this year?
Why did they launch this channel?
To proactively, counter the impending threat posed by #Arnab’s News Channel!
From where did they derive confidence to conceptualise & execute this strategy?
From their previous success!
For that let me take you to 2005, when the dominance of Time of India (#TOI) newspaper was about to be seriously challenged by the launch of an English daily newspaper - #DNA (Daily News & Analysis).
DNA was launched, in Mumbai, on a back of a high decibel advertising campaign. It captured the imagination of a significant section of English speaking reader’s who went on to subscribe to it!
To counter this ‘threat’, the #TimesGroup launched Mumbai Mirror, an English newspaper, in tabloid format, for Mumbai Market. It was advertised in its own sister media networks like The Times of India, Bombay Times & Radio Mirchi & was distributed ‘complementary’ with Times of India newspaper, in the launch year & subsequently for some more time!
Result: TOI was able to successfully blunt the threat posed to its hegemony by DNA, by strangulating it - from top by TOI & bottom through Mumbai Mirror.
Today, Mumbai Mirror has become a brand, which Times Group is now leveraging to counter a threat posed to its flagship TV brand Times Now!
Let us come back to Times Network strategy to blunt the offensive launched by Republic TV!
As it did to DNA, the newspaper wishes to strangulate Republic TV – from top through Times Now & bottom through Mirror Now & put it out of business!
I think the nation wants to know if the strategy of Times Network will work?
My personal view is that this strategy will not be as successful with Republic TV as it was with DNA!
What do you think? Please share your thought on this media war!
(Originally published in May 2017)
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