News9 Plus launches Lounge

Aims to extend its content offerings and redefine its lifestyle programming

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News9 Plus has launched Lounge, with an endeavour to go beyond news and current affairs.

This new addition marks its venture into content beyond news, aiming to captivate audiences with lifestyle, travel, fashion, food, and adventure content.

For content partnerships, brands such as Postcard Hotels and Hamdard have associated with News9 Lounge.

Mansoor Ali, chief sales and marketing officer, Hamdard Laboratories, said, “We are thrilled to be associated with News9 Plus, the news OTT platform of TV9 Network, and their sensational cooking show, 'Filmy Masala'. The integration of our flagship spice brand Khaalis with the delightful recipes and Bollywood magic on the show is a perfect match. Our curated range of blended spices will offer consumers the authentic and traditional culinary experience they have been longing for. This partnership demonstrates our commitment to engaging with our discerning consumers, and News9 Plus proves to be the ideal platform to showcase the essence of the brand Khaalis.”

Barun Das, managing director and CEO, TV9 Network, said, “Lounge is of strategic importance for brands to partner with News9 Plus. I feel that advertising in the traditional form will seize to exist as you always have the luxury of exploring millions of options at the tip of your finger. In a world of ‘skip-ad,’ advertising will pivot to storytelling via content. Hence advertisers and brand owners will have to ensure their brand communication is sticky as well for the audience in the digital ecosystem. Hence advertising in the digital world will also have to be ‘content’ which is where News9 Plus Lounge fits in.”

Das added, “News9 Plus Lounge infuses freshness into our existing content library to seek out the YOLO (You only live once) culture among the youth and the more mature audiences together. Lounge captures the aspirations of the upwardly mobile with compelling content that pushes them to live life to the fullest."

Source:

Campaign India