Kalli Purie decodes India Today’s growth as a mega brand across mediums

India Today is a mega brand present across print, TV and digital platforms. The India Today brand has broken records with the IRS 2017 and BARC ratings. 

As per BARC, India Today Television has toppled Times Now to take the No.2 slot. As per IRS 2017 data, ITTV has emerged as India’s No.1 English news channel. 

In the magazine sector, India Today has emerged as leader, both in English and Hindi. 

India Today Group Vice Chairperson Kalli Purie speaks exclusively to Adgully about the Group’s accomplishments and challenges. Excerpts from the interview: 

Given the great IRS 2017 numbers for both TV and the magazine, are you happy with this level of growth?
The media industry is passing through an extraordinary phase. Our growth in readership and viewership reflects the growing appetite for our content and its consumption. 

Intelligent and credible content is far more relevant now than it was in the preceding years. The age of the discerning media consumer has returned. 

The India Today brand commands a leadership position both in the publishing space and in TV. Going forward, how will you build on it?
We stay focused. We’ll continue to build on the quality of our coverage, making it more incisive, distilled and credible with gravitas. We’ll continue to churn out varying perspectives. We would like to strengthen our bond with our readers and viewers that we identify as the Intelligent Indian. 

On the television front, Aaj Tak leads in the Hindi space. India Today TV now also tops IRS charts, beating Times Now. How do you plan to reach the No.1 position on BARC ratings?
India Today Group has a highly talented team. We have been able to topple Times Now because each member of our team works hard and smart. 

Our USP lies in covering all sides of the story. We bring different perspectives over and above general reportage. In an age where everyone claims to be factual, intelligent audiences have stuck to India Today TV because of the trust our unbiased and credible reporting inspires. Our coverage is neither left nor right oriented. It delivers facts with rich perspective. 

Our coverage is wider, fearless and impactful. Be it the arrest in Pakistan of former Indian naval officer Kulbhushan Jadhav, the deadly fire in Mumbai’s Kamala Mills, a townhall with Kamal Haasan and Raghuram Rajan, the Modi-Xi meeting on the margins of BRICS post the Doklam standoff or Pakistan’s terror funding of the Hurriyat – we own the story from the beginning. That’s the strength behind India Today TV’s leadership position. 

What’s the focus in the English news space – TRPs or content?
There is a lot of clutter and noise in the English news space, which can be confusing for the viewers. Our mantra, however, is razor-sharp and focussed: chase quality and credible content. We achieve results because we follow this mantra religiously. 

What were the key challenges you faced in the initial days of India Today TV?
As I mentioned before, there’s a lot of noise and clutter on English TV stations. But today, India Today TV has come across as an incredible alternative. Our strategy to launch India Today Television named after our flagship magazine brand worked well for us. 

The broadcast media space is usually personality or anchor driven. What is your take on it?
The philosophy differs from channel to channel. At the India Today Group, we believe that a news channel establishes itself by the quality and credibility of its reportage. Anchors and TV personalities are important arms in this arsenal. But content is king. So, we feel it’s best if a broadcaster is known for its news and content and not otherwise. 

What is your vision to take the Group to the next level?
Adding to the Chairman’s vision, I intend to make India Today ready for India Tomorrow, increasing engagement with viewers and readers and making the business future ready. 

We need to do justice to all our brands and media properties and lead them to growth and profitability for the overall success of the organisation. India Today Group everywhere. Number 1 all across.

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