Times Network: Talking to the buyer of TV entertainment as a viewer too

Yousuf Rangoonwala, Sanketa Kapse

Media company the Times Group used a multichannel strategy to target men as the forgotten TV viewer to launch its English news and entertainment channels in India.

Campaign details

Brand: Times NetworkBrand owner: The Times GroupLead agency: Famous InnovationsCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Online display, Online video, Print, Radio & audio, Search marketing, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Times Network is part of India's largest media conglomerate, The Times Group. The network was looking to introduce its cluster of English news and entertainment channels.

While competing TV networks were relying on value for money and large celebrity endorsements, the task for Times Network was to...

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