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Positive about Good News: Soumyadip Chatterjee, MVS Murthy, Shailesh Kapoor, Neeraj Kanitkar, Ankur Pujari

by hyperconnect1 | Sep 3, 2021

image-positive about good news tv channel mediabrief

When we first heard about the forthcoming Good News Today — which the India Today Group has now announced it will launch on 05 September 2021 – we reached out to some industry leaders and experts across marketing, research and business-building, on their views about a couple of aspects about a TV news channel that would focus on ‘good and positive news’, without naming or referencing GNT.

Here is what Soumyadip Chatterjee, National Brand Head at Snapdeal; Neeraj KanitkarExecutive Creative Director, Taproot Dentsu; Shailesh Kapoor, Founder and CEO, Ormax Media, MVS Murthy, Head – Marketing, Digital, & Corp Comm. Tata Mutual Fund, and Ankur Pujari, Co-Founder, Hyper Connect Asia, had to say.


How would you respond to a news channel on TV that is based upon Good news and the positivity it brings?

MVS Murthy says, “I think it would be exactly the kind of feeling after a good run or a small break from the family. A channel like this gives you to choice of switching off from garrulous content and get into a positive quarantine. Switching to a channel like this would be akin to purposefully standing up while at a desk job or taking time to breathe periodically to recharge oneself.”

Soumyadip Chatterjee, National Brand Head at Snapdeal, says, “That is good news indeed. The world does need more positivity, but it needs truth more than anything. While I’m against sensationalising negative stories, but the core tenet of the fourth pillar of democracy is truth, and that mustn’t be compromised.”

A channel like this gives you to choice of switching off from garrulous content and get into a positive quarantine. Switching to a channel like this would be akin to purposefully standing up while at a desk job or taking time to breathe periodically to recharge oneself: MVS Murthy

Neeraj Kantikar, Executive Creative Director, Taproot Dentsu, says, In the not–so–great times that we currently find ourselves in, any silver lining really is quite welcome. John Krasinski’s YouTube-based ‘Some Good New’ got pretty popular when he started doing it during the early months of the pandemic. So, of course, there’s some demand/interest for  (good news/positive)  content.”       


Shailesh Kapoor – Founder & CEO – Ormax Media, says, “The idea of positive news or ‘good’ news is a powerful one, especially in difficult times like the pandemic, when hope and positivity carry huge value. Hence, this is an important aspect for news brands to consider. However, first and foremost, audiences come to the news genre to be informed. Hence, covering news of relevance, whether is it ‘good’ or ‘bad’, is important for a news company. But it is important to have a conscious ‘positive news’ strategy, so that the brand does not come across as despondent and pessimistic.”

Ankuk PujariCo-Founder, Hyper Connect Asia, says, “At a consumer level, I will surely subscribe to it as it helps you uplift the mood amidst so much negative news. At the same time as a marketer, I see it as a huge space for lifestyle, premium brands. We work with a few brands that are in the zone of goodness, my time.”


Would ‘good news’ be a news genre for advertisers to explore? Do you think that, If handled well, such a news channel, based on good news, would be able to become an aspirational and brand-positive space for marketers?

Soumyadip Chatterjee says, “Good news is a good advertising opportunity for masstige and premium brands. It would appeal to white-collar workers who are seeking an escape after a hard day’s work and want to believe there are better days ahead. However, I’m apprehensive about its adoption amongst the mass audiences, as they are more likely to find solace in the fact they aren’t alone in the struggle for survival; hence they might gravitate towards easy-to-consume, sensational news.

At a consumer level, I will surely subscribe to it as it helps you uplift the mood amidst so much negative news. At the same time as a marketer, I see it as a huge space for lifestyle, premium brands. We work with a few brands that are in the zone of goodness, my time: Ankur Pujari

Shailesh Kapoor says, “Media planners and buyers usually would not worry about qualitative factors while deciding which news channels to advertise on. But over the last few years, brand safety has become an important buzzword Internationally, whereby brands don’t want to associate with brands perceived as peddling fake news. If a channel can manage the combination of positivity and credibility, it will be in an ideal place for brands, especially because viewership data is anyway not being published currently.”

Neeraj Kanitkar says, “Personally, an entire channel, perhaps 24×7, dedicated to good news feels like it would have its task cut out. But not flanked by doom and gloom and is definitely a pretty brand-safe, positive and a fairly unique space.  How enduring, sticky and lasting, is perhaps what would determine if it would be a long-term, viable space for advertising.”

Media planners and buyers usually would not worry about qualitative factors while deciding which news channels to advertise on. But over the last few years, brand safety has become an important buzzword Internationally, whereby brands don’t want to associate with brands perceived as peddling fake news. If a channel can manage the combination of positivity
and credibility, it will be in an ideal place for brands, especially because viewership data is anyway not being published
currently: Shailesh Kapoor

Ankur Pujari says, “Yes, definitely a news channel that dials up positive & refreshing news & stories will become an aspirational space for marketers provided that the news is fresh, relevant and is not frivolous in nature. Due to WFH and social distancing isolation, there is already a lot of stress and negativity around us. I think Good News led TV can be a great platform through which people can be aware of all the good things happening around the world. We would definitely like to associate our brand and our clientele with such a platform. We work with a few brands that are in the zone of goodness, my time, sensorial and so a news platform that allows us to place the brand in an uplifting space is a big bonus.”

MVS Murthy says, “Most brands by default are tuned in to stay in a positive space. They introspect all the while ‘What problem are we trying to solve?’ To that extent, it’s a great opportunity to accentuate and create brand stories around the good news genre. I mean if pets are a genre of good news, then why not an ad on how the secret of energy helps you run with and run for your pet all day?”

Today, Brands are being advised to seek – and are basing their communications on – Purpose and the feel-good connect it can bring to the table. Would you like to place your brand/s on it, other things like numbers and ratings being ok?

Shailesh Kapoor says, “If a channel can manage the combination of positivity and credibility, it will be in an ideal place for brands, especially because viewership data is anyway not being published currently.”

Ankur Pujari says, “Yes, a lot of brands today are focusing on the larger purpose and this is being reflected in their communication as well. The brand today talk about toxin-free, cruelty-free, every purchase goes back to the ecosystem. It’s a remarkable time for us humans to see that we all are getting more and more conscious about the environmental aspects, mental aspects, and social aspects of the life we are leading. Not only the consumers but also the producers are getting mindful about the effects of their products on the surrounding. This has initiated the trend of communicating and creating a feel-good and purposeful brand image.”

Brand marketing is always experimentation, especially when content consumption patterns shift rapidly and become more diverse every day. I want to experiment with happy news and
see if it gives ROI: Soumyadip Chatterjee

Neeraj Kanitkar, who believes that a channel not flanked by doom and gloom and therefore definitely a pretty brand-safe, positive and a fairly unique space, says, “How enduring, sticky and lasting, is perhaps what would determine if it would be a long-term, viable space for advertising.”

MVS Murthy says, “Any purpose that is force-fit will be seen through. The mask will peel off. However, if our purpose is to bring out the story of self-belief or #khudpevishwaas, then I am sure there will be so many stories of ‘people like me’ who beat the odds. That’s how the connect and the brand fit will need to be created.”

Personally, an entire channel, perhaps 24×7, dedicated to good news feels like it would have its task cut out. But not flanked by doom and gloom and is definitely a pretty brand-safe, positive and a fairly unique space.  How enduring, sticky and lasting, is perhaps what would determine if it would be a long-term, viable space for advertising: Neeraj Kanitkar

Soumyadip Chatterjee says, “Brand marketing is always experimentation, especially when content consumption patterns shift rapidly and become more diverse every day. I want to experiment with happy news and see if it gives ROI.”

MVS Murthy sums it up well when he says, “A key to the success of this initiative would be the quality of eyeballs watching it. Can one be relevant to all or who will you keep out to bring in a different audience. This will determine the presence of brands. The opportunity in my view will lie with brands which have a legacy of human- or customer connect. Good news from a green horn is exciting, good news from a stoic over time is comforting and reassuring.”

So, some pretty interesting insights here that spring from a positive reaction to the a new TV channel that would focus on Good news and positivity. These would augur well for Good News Today, with a 5th September 2021 launch date.

Source: Mediabrief

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