Now, feel the news

Sunil Lulla, CEO, Times Global Broadcasting, has been with the company since its inception, building Times Now, its 24-hour, urban-focused English news and current affairs channel that goes on air today. He spoke with Business Standard.

How does Times Now intend to break through the clutter?

I don't think there's clutter out there. if a channel is relevant to the audience, and focussed on his specific needs, then it's bound to succeed.

We are the second generation of news broadcasters and distinctively different in style. We are targeting the urbanite whose diverse interests in politics, sports or entertainment we understand.

Are you looking primarily at an urban audience?

By urbanites we mean all those people who are culturally aware, brand-centric or media savvy. They don't necessarily have to be from big cities but comprise a growing, aspiring crowd.

How do you plan to engage your audience?

We intend to hook the urbanite with the kind of news that we know is important for him. With a focus on involving the consumer more closely in the news experience, the programming wheel blends the urgent news needs of the urbanite.

It links every news story to the bigger picture. We have 14 distinctive programme formats across the day "" in business, in politics, in sports, and entertainment.

With live links to multiple facilities, we will harness the best of content from The Times of India, The Economic Times and Reuters.

The channel will carry live financial updates throughout the day. At the end of the day, we will have 2,000 journalists sifting relevant important information to connect with global events and audiences.

Your tagline says Feel The News...

We believe news is not just information but an experience. Our editorial team will break down barriers between news gatherers and consumers, making viewers experience the news with those who feel it first.