The Times Group has announced the launch of its fifth channel in India. Called Romedy Now, the channel is an English entertainment channel, which will broadcast content featuring ‘Love and Laughter’.
On the launch of the channel, Sunil Lulla, managing director and CEO, Times Television Network, said, “We at Times Television Network, are excited to strengthen our footprint in the English entertainment category with the launch of Romedy Now. The success of Movies Now highlights the tremendous opportunity that the category presents, with both viewers and advertisers. Romedy Now addresses that section of the urban audience that boasts of high propensity to spend and who will welcome new and rejuvenated entertainment.”
According to Times Television Network (TTN), the English entertainment genre in India is growing at 98 per cent. It reaches out to over 150 million television viewers on a monthly basis. But the network believes that the category is under-valued and under-monetised in terms of both advertising and subscription revenue.
The channel will be launching in SD and HD formats. The HD format of the channel will be called Romedy Now+.
On marketing plans for the new channel, Harsh Sheth, associate business head, Romedy Now, said, “Romedy Now should go on air in the next two weeks. Marketing for us is not going to be media spends, but getting our message across. The message is ‘love and laughter’ and these are basic fundamental human emotions. Through every touch point we are going to get this message through.”
“From a media point of view, we are backed by The Times Group. We are the largest media company in the country and we’ll be present across radio, print, internet and mobile along with our channels. After Movies Now, this is our biggest launch,” he added.
The creative duties for the channel will be handled by BBH and Madison will handle media. A campaign will go on air at the time of launch.