"In the midst of all this clutter, we are trying to create differentiation": Avinash Kaul on IBN7 rebranding

Network18 Group's Hindi news channel 'IBN7' will now be called as 'News18 India', and include a set of new programming, logo, and tag-line.

Network18 Group has rebranded its Hindi general news channel IBN7 as 'News18 India'. The network will unveil a new brand identity, logo and tagline (Danke Ki Chot Par) along with a refreshed on-air look at 6.57 pm today (November 9, 2016). The main objective of this rebranding is to create a distinct position for itself in the 'Hindi General News Channel' category. The channel's digital presence will also be revamped with the launch of a newly-designed 'news18india.com'.

Avinash Kaul, Managing Director, A + E Networks, TV18 and President - Strategy, Product & Alliances - Network 18, says in a press release, "We are not just rebranding the news channel, we are also putting into action an entire philosophy, a fresh approach focused on hard hitting journalism. There is constant need to innovate and stay relevant in the rapidly changing news environment. Through this refresh initiative, we intend to capture the viewer's interest and also ensure impact through our news stories."

He further adds, "Today, the viewers are overloaded with choices and information. In the midst of all this clutter, we are trying to create differentiation and relevance for our viewers and are confident about the change that we are actioning."

In the lead-up to the rebranding, the channel has strengthened its editorial team, introduced new anchors and launched new shows and formats.

Prabal Pratap Singh, consulting editor, News18 India, spoke regarding the new identity of the channel. He says, "I feel repositioning ourselves with the tagline "Danke Ki Chot Par" aptly captures the spirit of what we are trying to achieve. Going forward, the channel will continue to ask even more pointed questions with an aim to challenge the status quo. Editorially, the thrust will be on constructive criticism and we will leave no stone unturned to ensure that our passion for fearless journalism results in positive impact on society."