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Interview with NDTV Assoc. Vice President Distribution Rohit Jaiswal

NDTV Associate Vice President Rohit Jaiswal
NDTV Associate Vice President Rohit Jaiswal

NDTV has successfully been broadcasting in the UK for over five years, how has the journey been?
NDTV 24×7 has been in the UK since 2005 and it has been a fabulous journey so far. We are happy to be engaging the Indian community and beyond for many years now like in many other markets globally and are encouraged by the daily response and feedback that we receive.

How do you keep a channel like NDTV 24×7 different to other news channels out there?
News is the same but it is about how accurately and credibly that we present to our viewers is what separates us from the rest. Our objective is not to convey news the way we perceive it but unfurl it for our viewers and allow them to form their own conclusion.

You was the first Asian news channel to have secured a deal with Sky news and events package, how did you manage this?
We have a long association with Sky and it is a testimony to our quality, consistency and our brand that we have been partners for many years and now with Virgin Media as well.

Your airtime sales are now being dealt by Ethnic Media Limited, how has this relationship been for you?
It�۪s been an remarkable relationship wherein both parties have gained from each other�۪s expertise.

NDTV was the first and only English speaking Asian news channel but times have changed with an influx of rival channels, what�۪s your take on this?
Competition is an inevitable part of any business. It leads to choice which is good for consumers and also acts as a catalyst for product improvement and we believe that we are in the right direction.

Some Asian TV broadcasters found launching news channels in the UK as a taboo subject previously, however, it�۪s all changed now. Do you think the recent launches of rival news channels are just there to coincide with the pending India elections?
We would not be able to comment on our competitors but those with only a short term vision will not be able to survive in the market.

With advertisers spending on news channels much less than entertainment channels, do you think NDTV 24×7 has a lead over rivals being the first in the UK?
Being a first mover does have its advantages and we have been a part of it as well but it alone cannot guarantee the long term sustainability. It�۪s the continuous investment and commitment that has lead NDTV to make a mark.

Asian TV broadcasters in the UK have signed up to audience measuring body, BARB, do you think some channels will struggle that have resulted in disappointing figures?
They perhaps would but every channel has some differentiator and those who would be able to identify and highlight the relevance will also have the opportunity to survive.

[quote]Competition is an inevitable part of any business. It leads to choice which is good for consumers and also acts as a catalyst for product improvement…[end_quote]

The first lot of weekly reach figures for NDTV 24×7 have been on the lower side, what�۪s your take on this?
NDTV is not in the rating game. The numbers will keep oscillating every week; for example NDTV 24×7 is the No. 1 Indian news channel. Our primary objective of getting on BARB is to get to understand our viewers, how the channel is being consumed, what is working and where we need to focus.

What plans have you got to increase viewing figures of NDTV 24×7 in the UK market?
We are assessing the data and in the process of formulizing our strategy which will be a mix of content and marketing.

Would you ever consider making NDTV 24×7 on the Sky platform a completely free-to-air channel instead of it being available on Sky subscription?
Not in the near future.

Why was the decision made to launch NDTV Good Times on Virgin Media first?
The opportunity to launch on Virgin Media came first.

Have you got plans to bring NDTV Good Times on the Sky Digital platform?
Yes. We are in talks with Sky.

What other plans have you got?
Currently our focus is to make NDTV 24×7 more relevant to the viewers and get a wider reach. We are also working to expand our product offering to just go beyond the TV screen.