Reliance Industries-owned Network18 will formally launch three regional channels - in Assamese, Tamil and Malayalam - under a new brand called News18 in June. These channels were soft-launched 20 days ago and currently undergoing a two-month trial run, company executives said.
The new brand name is notable as Network18 is still retaining its presence in the regional news space with ETV, which it acquired in 2012. It is not clear whether further launches will come under the News18 umbrella or ETV. The two brands together would cover 18-20 of the regional market, said Mukund Setlur, business head at ETV News Network.
The new brand also comes at a time when Network18's English news channel CNN-IBN was rebranded CNN-News18 recently. The firm's English business news channel continues to go with the name CNBC-TV18.
"News18 will be the brand we will be working on," Setlur said when quizzed further on Network18's plans for the regional market.
The advertising market for regional channels (including news and entertainment) in India is estimated at Rs 5,000 crore, according to media industry experts, with a healthy double-digit growth rate. Growth prospects remain high as advertisers look for regional consumers to drive sales.
Network18 will not be the first media company to boost its presence in regional markets with most key broadcasters including Star, Sony and Zee doing the same in recent years.
Barring the Assamese market, which marks Network18's first foray into the northeastern region, the Tamil and Malayalam markets are highly cluttered, according to media experts.
In Tamil Nadu, for instance, there are a dozen news channels, with most of them having political patronage.
Sun News, which leads the pack, is owned by Kalanithi Maran, who is the nephew of Dravida Munnetra Kazhagam chief M Karunanidhi. Similarly, Jaya News is backed by J Jayalalithaa's All India Dravida Munnetra Kazhagam.
Setlur believes the news channels from the Network18 stable have a chance to stand out thanks to their differentiated content. "We have a young editorial team in place and the focus will be on innovation."
