New channel on the block: Times Network launches property channel Magicbricks Now

The channel will go on air from November 1.

Times Network has announced the launch of real estate and property business TV channel Magicbricks Now. Created as an off shoot of the network's lead news channels Times Now and ET Now, the new channel will cover real estate, infrastructure and urban development.

The TG (target group) of the channel is NCCS A and B viewers in the 25-37 and 38-50 years age groups. It will target consumers who want to buy, sell or rent real estate, as well as businesses and service providers like brokers, builders, interior decorators, paint companies.

Magicbricks Now, which is already present on all platforms that carry Times Network channels, will be distributed extensively across DTH and Cable.

M Venkaiah Naidu, Union minister of urban development, housing and urban poverty alleviation and parliamentary affairs, says, "The channel will partner with me to execute our plan to provide housing for everyone by 2032. I hope Magicbricks Now will do the required magic for the sector; bricks are always required to construct houses, and housing is the most important aspect of anybody's life."

M K Anand, MD and CEO, Times Network, says about the new launch, "Real estate is of paramount importance in the life of every Indian, but the space is full of complexities, jargon and confusion. Magicbricks Now will provide unbiased, trustworthy and the most authoritative perspectives on the property business to help the consumer 'be un-confused'." He adds that the target is to break even in the next four-five months.

Magicbricks Now has partnered with Magicbricks.com, the online property portal for buyers and sellers. Hiranandani, Lotus Greens and Mantri Developers are also on board as key sponsors.

Faye D'Souza, editor, Magicbricks Now, states, "Magicbricks Now will offer a rich array of programmes that range from news bulletins to property hotlines, debates, leadership insights and more. These will not just keep the end consumer informed, but will serve as a common meeting ground for knowledge-driven individual buyers, sellers and businesses looking seriously at the world of property and real estate."

Marquee channel programming includes The Property Guide, The Home Buyer's Guide, Property Hotline, The Interiors Show, The Vaastu show, Real Estate Tycoons and, of course, the News, every hour.

Speaking about the association, Sudhir Pai, CEO, Magicbricks.com, says, "We leverage the visual appeal of television to communicate our rich data and analytics in an easy-to-consume manner for the consumer. With this launch, we strengthen the offering and make ourselves available at every touch point to consumers."

While Publicis has worked on the marketing campaign that the network plans to launch after Diwali to promote the channel, Times Network will leverage print, TV, OOH (airports) and in-cinema advertising.