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Saturday, Oct 16, 2021
Outlook.com

More News Is Bad News

Elections '98 are a temporary high; news channels aren't attracting the advertising they hoped for

More News Is Bad News
More News Is Bad News
outlookindia.com
-0001-11-30T00:00:00+05:53

"It's a passionate subject, like sex or religion. Everybody has strong beliefs about it; people speak about it with conviction; and it is the topic of discussion in office corridors, bus rides and drawing rooms."—Samir Verma, GM, Ammirati Puris Lintas

WHAT do Elections '98 have in common with the Femina Miss India contest, an Indo-Pak cricket match, a Michael Jackson show or the Screen Videocon Awards? They are all commodities sold by the proliferating TV channels, packaged by advertising agencies, bought by corporate bigwigs to reach out to buyers of their products. "The heightened level of interest in politics at election time presents a good marketing opportunity for advertisers to reach their target audience," says Sanjoy Chakrabarty, associate vice president, HTA.

But. And there are some very big buts. Are there too many channels competing for the advertisers' money, at too high a cost, at the wrong time of the year? Does the market have the appetite for so much news? Are TV companies being realistic in their estimates...

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