A bit of news for 24 Ghanta

The road ahead

Thought Problem Solution Strategy

Voice < Noise

Mind mapping

Brand weakness

Brand gap

Inference

Creative

Editorial

Marketing

“The Secret Service taught Malia Obama to drive”

– CNN

PM Modi's facebook likes slip a bit over Delhi polls, Land Bill

– India Today

“I won’t speak to the press again this season”

– Ronaldo after Schalke defeat

Everything is news these days!

That too on everyone’s fingertips!

With so many options of voicing their opinion, they are more empowered

than ever!

However, in reality…There is too much noise.

There is too less voice!

With both urban and rural crises on the rise, people expect the true picture and

can see through the bias!

Here’s what the audience has to say!Qualitative study : Sample size: 30

Age:18-24 - 10 , 25 - 34 - 13 , 35 - 50 - 2, 51 - 65 – 5

Class:SEC A – 7, SEC B – 18 , SEC C – 5

Method:Intercept, Telephonic, Face to Face, Social scanning

Secondary:Youth insights from analysis of MTV, Channel V, Brand Equity, WPP Trend

report & DDB report

“Bengali news acts as stress-buster”- Labani Biswas, F, 22

“I follow Ebela on social media.”- Shreya D Ghosh, F, 30

“Local channels does not work for me.Too much of politics-skewed news…!”

- Sohan Dasgupta Ghosh, M, 30

“Much of drama these days!”- Baisakhi Bardhan, F, 30

“Sports is taking a backseat!”- Pradip Sarkar, M, 62

Summing up

The only purpose of news should be to tell the truth as it is.

The audience does not like to be manipulated and looks for a leader whom they can trust to voice their

concerns.

Scanning the weak spots

The brand claim has failed as the audience have perceived a lack of base.

The changed stance The colour biasness

The ‘no face’ situation The overall presentation & packaging

The of ‘pseudo real’ image

Identifying the brand gap

The expectation from a news channel :

• Knowing about your locality• Being updated, sense of belonging to a

greater world• Group viewing leads to an enlightening

conversation• Help to evolve intellectually contributing to

growth in career graph• Sense of assurance and trust• Sense of purpose• To stimulate a thought for forming an opinion • An easy way of being info-tained

The expectation from an ideal news channel :

• Informs through real news• News analysis from different perspectives

and points of view • Need to hear from the Horse’s mouth • Should be democratic…for the people...

without a bias • Should be youthful and should also focus on

issues concerning the young gentry• News covering all genre• Should navigate a thought process to initiate

decision making process

Mapping the opportunity

A dream? Or a Bubble?

A sense of helplessness and extreme cynicismBeing forced to take a relook at our decision about choosing govt

Apprehension

Show them hopeHold their hand to reassure

Time has come.Create an independent voice

People have started losing faith in organizations, government and legal system due to multiple reasons.

It is time someone steps up and vows to stand by them.

Reaffirmed opportunity in transforming

From news to stanceFrom passive narration to actives

From statements to leadershipFrom pro/anti-government to pro-people

From pretence to straight forwardnessFrom fabrication to honesty

From indifference to concerns

It is time for 24 Ghanta to live up to their brand promise of

Manusher Jonyo, Manusher Pashe

So, what kind of tribe are we?If ABP Ananda stands for sensation

Can’t we stand for TRUTH ?

Creative strategy

It is time someone steps up and vows to stand by them.

Approach 1A tongue-in-cheek approach using an oft-used expression to substantiate 24 Ghanta’s

brand promise.

Taking the idea forward…

Ebar Manush BolbeA Q&A show across Kolkata, live from different zones of the city where the local counsellors,

MLAs, opposition leaders will face questions from a live audience as well as pre-sent questions via social media, text, and phone to be asked by the anchor. There can also be a provision for a report card where the audience will be asked to rate their local leaders on a few criteria and the

average score will be announced then and there.

Public Boka NoyA crowd-sourced news bulletin by the audience talking about promises not kept and problems

they face. A film featuring people from varying socio-economic backgrounds telling the policymakers that they can see through the farce. A podium with a microphone can be used as

a visual device in the film.

Taking the digital leap…

Press the "dislike" buttonWe are being surrounded by rosy and misleading news all the time. trying to project Kolkata in a positive light. However, the fact is while the Govt perceives the mass as a vote-machine only, mass is far more clever, always seeing through the layers of lie and falsehood. In case, they fail

to, there is always a mass media brand that is there to unearth the truth.

Dislike Button - The idea for this is, enough of like-able rosy news, now is the time to dislike the news.

Approach 2At a time when priorities change in a jiffy and front page news gets shunted to page 6, just for the sake of accommodating a spicier gimmick, 24 Ghanta tells its viewers that

when they report something they see it till the end.

Taking the idea forward…

Current Status/Ei muhurteA special slot for following up on major issues that’s in the news for a long time like the

Chitfund fiasco or the Ranaghat rape.

Taking the digital leap…

A digital timeline of newsCreating a virtual repository of news, a micro-site in the form of a digital timeline. The timeline

will feature all major issues from scratch to their current status so that the viewers of 24 Ghanta can follow all the developments from start to finish.

A micro-site that hosts prominent news of the day in a tile-view manner.On clicking the respective tile, the tile opens up to an individual window where the timeline of

that news will be showcased.

The timeline will originate from the day that event took place, and will end at the latest on that topic.

This way, a common man will always remain empowered at a time when information is power.

Route 3We live in a time when people lack the courage to protest against something wrong.

And when it comes to crime, we fear for our lives and the repercussions of speaking up on our families. All of us have become helpless bystanders because no one wants to

become ‘the news’. This route talks about the internal fears and the guilt that follows for not speaking up when it mattered.

Taking the idea forward….

Jara Khobor hote chayni!

A series of short films on silent bystanders coming out and confessing about their apathy towards crimes that happened in front of their eyes, ending with a plea for the public to stand

by what’s right before considering the repercussions as living with a guilt is difficult.

The format can be a simple ‘characters talking to camera’ shot in limbo with their faces blurred (editorial call) or like a conversation with a counsellor/24 Ghanta anchor. These films can be

both played on the channel and social media or just for the social media.

Mone ache to eder?

A docu series on the bravehearts who decided to protest and ended up giving up their lives like Bapi Sen, Barun Biswas, Arup Bhandari et al.

Editorial Properties

Suggestions:

• Tech 24 – A new slot for announcing and reviewing all the latest gadgets, cars, etc.

• Jela theke bolchhi – Featuring commoners from the districts talking about their woes, concerns, grievances, demands, etc

.• Amar shohor. Amar Khobor – A new slot featuring citizen journalists reporting from their

locality. We can do a separate call to action campaign announcing the same.

• Tarader Chokhe – A once-a-month show inviting celebs to talk about the most important issue of that time

. • Travel 24 – A special travel show either hosted by one of the existing anchors of 24 Ghanta or

outsourcing content from a third party with a celeb host.

Marketing / CSR ideas

Jiboner daam 50 gram:

Malnutrition rate in India is higher than that of sub-Saharan Africa! And West Bengal is a state with one of the highest percentages of infant deaths due to malnutrition. With urban slums increasing by the day, the rates are only expected to get higher. Staying true to 24 Ghanta’s

promise, we propose a campaign to either commence or end on October 16, World Food Day. The idea is to ask people to donate just 50 grams of rice /dal /atta and create a food bank to

feed the underprivileged.

Announcing the phases:

Phase I – Announcing the initiative (14 days)Vehicles: Channel, Outdoor, Print, Digital, Street Skits

Phase II – Collecting the food (1 month)On-ground kiosks at hypers, local markets and grocery stores plus a provision for people to

donate at 24 Ghanta’s office.

Phase III - Announcing the launch of a centralised food bank tying up with 3rd-party bodies like NGO or the UNICEF

*There will be a registration process in Phase I to create a database of willing donors.

Cleanliness Drive:

Posting volunteers across the city to collect common wastes like Plastic bottles, polythene packets, chips and gutkha wrappers who will pick up stuffs as soon as someone drops them at

public parks, hospitals, outside malls and cinema halls.

Creating miniature city landmarks made of waste accompanied by a hard-hitting message. Placing strategic ‘Dislike’ installations at waste-strewn places around the city.

Lastly, create a case-study from the initiative stating figures of collected waste and create a mega-installation from it at Eco park or any of the city’s prominent malls.

The whole initiative to be amplified on TV and social media, associating it with the ‘SwachhBharat’ abhiyaan.

Special 24:

Recognising and honouring the achievements of 24 special women who have risen against all odds. For example the first female taxi driver in the city, or an ex-prostitute who now heads

Durbar or teachers for an NGO, Chhanda Gayen can be one of the chosen 24 with posthumous award to be given to her mother.

The Channel Identity

We do not wish to change the existing packaging and identity

It’s a welcome shift from the monotony the channel used to reflect earlier. It’s vibrant and dynamic, and the channel appears much more nimble-footed in its approach, and shedding the

political baggage seems like a good riddance.

In conclusion,

Our main intention has been to bring the brand claim to life, both in terms of campaigns and activations.

The audience perception has to be changed, if not overnight, and what better than a hands-on experience!