Times Network gears up to launch Hindi news channel, to be called Times Now Navbharat

Times Network, India's premium broadcast network, will launch Times Now Navbharat on August 1 with an aim to disrupt the Hindi news genre with cutting-edge content and differentiated packaging. The channel will be available in high definition (HD) format across the leading cable and DTH platforms across India from the day of the launch.

Times Now Navbharat is launching with a brand positioning of 'Ab Badlega Bharat, Banega Navbharat' to cut the clutter of Hindi news genre.

TV executives with the channel say that the channel will strive to be the new and clear voice propelling change through an inclusive movement for a new India.

Just like other Times Group properties, Times Now Navbharat will champion a unique brand of action-oriented journalism driven by credible and decisive content.

"We have dominated the English news category with our flagship brand, Times Now, ever since we came into the space. We are now thrilled to mark our debut into Indian language news with our maiden Hindi news channel," said MK Anand, MD & CEO, Times Network.

"We believe news has the power to transform and create an impact for a better society. With Times Now Navbharat, we are pioneering disruption with a powerful proposition centred on the core promise of bringing news that will drive change, where we follow a content philosophy that puts social impact and not ratings at the centre."

The channel will be led by experienced anchor Navika Kumar as the editor-in-chief, and will start with seven prime-time shows hosted by well regarded anchors like Sushant Sinha, Padmaja Joshi, Ankit Tyagi and Meenakshi Kandwal.

The channel will focus on delivering content in an interactive and innovative way that finds resonance with viewers.

"I am confident Times Now Navbharat will contribute to further improve the Hindi news broadcast space which is already served by some of the best media brands," Anand added.

To promote the new channel, the network has planned a compelling high-decibel marketing campaign that will be unleashed across Hindi speaking markets.

Conceptualised by McCann Worldgroup India, the channel will soon unveil its brand film which embodies the channel's genesis and brand manifesto written by celebrated lyricist and screenwriter Prasoon Joshi.

The network's outdoor promotion will span over 400 sites across 19 cities including Mumbai, Delhi, Lucknow, Patna, Jaipur, Dehradun, Indore, Punjab, Raipur and Varanasi.

Times Now Navbharat has already roped in Kent RO Systems, Century Ply, Radico Khaitan, Vedanta, Medibuddy, Amrita Vishwa Vidyapeetham, Darwin Platform Group of Companies, Mylab Discovery Solutions, Meghdoot Herbal and Kirloskar Brothers, ahead of the launch.

Times Network is a part of BCCL, which operates the Economic Times and it's website.