NEW DELHI: Keeping in view the high audience interest in Budget-related programmes, leading English news channel Times Now ran a series of power-packed programmes on the subject. Further, to attract draw the attention of a large audience, the channel has launched a week-long OOH campaign in key cities including Delhi & Mumbai.
The Times Now Budget specials will see policy makers, industry leaders and market experts providing insightful views on expectations from Budget 2010-11.
The experts would also share their views on the fiscal performance of the Government during these special telecasts on February 26. Times OOH was given the outdoor duties for the campaign.
Stating the objective behind the campaign, Sandeep Sharma, senior vice president, marketing & sales, TIMES NOW & ET NOW said, “The viewer for the last four years has shown great trust in TIMES NOW’s news programming and the viewer traction peaks during big news events. In line with viewer expectation, TIMES NOW has arranged a host of special programming and initiatives to ensure the viewers get extensive analysis of the Budget 2010. The same is being strongly supported by key marketing initiatives including print ads, OOH and digital initiatives”.
Talking about the campaign and its execution, Hemanth Shah, EVP - revenue, Times OOH, said, “This Union Budget is a very sensitive tightrope walk for the FM and the whole country would like to know how the FM will balance fiscal deficit, rising inflation, withdrawal of fiscal stimulus, etc. It interests everyone from the common man to the corporates. The idea is to promote the Budget specials, features, reviews and panel discussions on the Budget which will be aired on the channel on February 26”.
Toward this, Times OOH has used large formats hoardings on Delhi-Noida expressway, cut-outs of the experts at Delhi and Mumbai airports, and DMRC media properties. Bus queue shelters too were used in order to build frequency and reach and to attract the maximum eyeballs.
On the selection of media properties, Shah said, “The street furniture is the best and sure-shot medium to communicate Budget programming to the common man, as they spend a large part of their time travelling or in traffic jams.”
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