Property Now to deliver region specific content delivery

Times Network has announced the launch of Property Now. Property Now is India’s first 24x7 reality and property news channel and it will have a wide range of subjects covered in it. It is a step in keeping with the network’s ambition to diversify its services in multiple sectors.


Speaking on the launch of Property Now M K Anand MD & CEO, Times Network said “Considering the fact that we already have the infrastructure, to deliver ET Now, in terms of people, research, space, equipment, the background understanding and the brand, it was the natural extension to get in the real estate and construction industry.  Although all of us in the business media run after stock market, I think this would be very interesting content and there is obviously a market for it.”

Reflecting on the reasons that make real estate such a strong property, he says, “One of the other reasons is 100% of consumers live in buildings constructed by the real estate, 60% of the saving and all the wealth are locked up in real estate and a large part of our population is employed in the real estate sector. In spite of it, the fact remains that only negative stories come out from real estate. However, I think it is an industry which is important for the growth of the country.”

Property Now would focus on a wide range of content and address needs related to real estate, property and infrastructure. The channel’s mandate is to provide relevant original content of 2-3 hours which will focus on the various aspects such as tax, various localities, consumer grievances, news bulletin etc. It will not be a purely news channel, instead it will be combining both news and information. One of the most important areas it would be looking into is consumer education through their programs. The channel strategy is not only to focus on the buying aspect but also air interesting shows on interior designing and home improvement. On weekends it will show feature shows and are going to have syndicated feature shows, international shows and home gardening shows.

Property Now will be disturbed pan-India, targeting 1million+ market initially. Though largely an English channel, it would have a sprinkling of Hindi too. Talking about the target audience, Anand says “It will be the pay channel, so the audience that we are going to target is similar to ET Now and Times Now. Males optimised but female decision makers also come into that. The campaigns and the creative are going to address both men and women.”

The network expects Property Now to grow at a fast pace because the subject is of interest to a larger set of audience as it will cater to investors, property buyers, builders and infrastructure industry et al. Talking on the revenue front Anand opines “We have demonstrated that we have campaigns done in our network which cannot be done on other networks, because no one has this focused English audience. One of the largest sources of advertising revenue is Real Estate.  So if you look at it, we can deliver Real Estate, probably other television Companies cannot deliver and that is the reason it has not been done before. I believe it’s like going and striking and we believe there is oil, we have done it before and therefore we know what we are doing.”

Times Now would not only be a television brand but will also extend its presence to the digital platform. Anand says, “Ultimately we are trying to create an audio video brand called Property Now, but that does not mean it is going to limited to broadcast platform. By December end, we will have the Property Now app. it is not going to compete with Magic Bricks, Common Floor or Housing. The other fact is it is not a search mechanism, it would rather educate consumers.”

The channel is seeking to deliver differentiated content in various regions. Anand explains, “It could be that there are four shows operating in four different places. We have already invested in technology with Amagi as our partner. We have suggested that instead of just doing ad splits we can focus on content split.”

The channel will be helmed by Faye D'Souza who is also the Editor - Personal Finance & Real Estate, ET NOW and comes with a wealth of experience in the sector. President-News Times Network, Arnab Goswami will guide the new channel and lead the editorial team.

To conclude, a comment from Faye who would be running the show, “Our fundamental aim is to get the consumer experience, to give you access to the knowledge and improve your day of living. We will be taking into consumer grievances and addressing it. There are number of things happening from city to city and we will take into account all the points. It is also the media responsibility to see to provide the industry with the platform for the housing industry.”

zeba@adgully.com

 

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