Reporter TV, the Malayalam news channel has undergone a remarkable revamp, prioritizing quality programming and audience engagement. With top journalists and cutting-edge technology, the channel has swiftly risen in Kerala’s media hierarchy. In conversation with medianews4u.com, Anil Ayroor, President, Reporter TV Network spoke about the channel revamp, content strategy for Lok Sabha polls, and more.
“The decision to relaunch the channel was motivated by the desire to bring about changes in programming, format, and visual identity. The relaunch occurred in July 2023, with new management taking over under the Chairmanship of Roy Augustine and the leadership team including Josutty Augustine as Vice Chairman and Anto Augustine as the Managing Director & Managing Editor. I joined as the network President during the same period, and we onboarded the best journalists and content team from Kerala. Currently, Reporter TV boasts the best media personalities in the state, such as MV Nikesh Kumar, Dr Arun, Smrithi Paruthikkad, Unni Balakrishnan, and Sujaya Parvathi, who constitute the editorial board along with me and Anto Augustine. We also have the best on-ground reporters.” said Anil.
Additionally, Reporter TV is equipped with the best technology team for AR/VR with Zero Density, which marks the first installation of its kind in Asia.
Anil explained, “Therefore, I can confidently claim that Reporter TV has the biggest and best AR/VR and XR studio in Asia. Reporter TV is a convergence of many creative minds assembled under one roof. The reason we are investing in top-notch editorial and technology is to ensure the highest quality output and a fresh news presentation experience for the public,”
Anil underlines that the channel’s intention is not to compete with other regional networks
“We aim to carve out our own space in the vast Malayalam news channel arena,” he added.
Content revamp
“Regarding the content aspect, with over eight news channels in the state, we questioned why viewers should consider Reporter TV for news consumption during the channel revamping period. We conducted a survey on the public’s news consumption preferences. Kerala, being a 100 percent literate state, has highly educated and vigilant citizens who are attuned to political, social, and economic issues, even on a global scale. We cannot take them for granted; they can discern between good and bad content. We have or are still striving to cater to that discerning audience rather than imposing traditional journalistic methods. We believe that Reporter TV’s content aligns with the evolving preferences and expectations of our target audience,” he said.
Originally launched in 2011 by MV Nikesh Kumar, when the new management took over, the channel was ranked 10th in BARC ratings.
“We revamped the content strategy, made it more neutral, and introduced new technologies. As a result, within a few months of the relaunch, we jumped to the 5th position in BARC ratings. In certain target groups, we even secured the third spot. We are number one in YouTube viewership among the Malayalam news channels, as per crowd tangle data. In addition to regular news bulletins, Reporter TV adopts an unconventional approach to news presentation through programs like “Coffee with Dr. Arun” or “Meet the Editors,” which have helped us attract more audience from GEC genres as well,” Anil added.
Content Strategy for the Lok Sabha polls
According to Anil, the channel has planned an extensive lineup of programs for the upcoming elections.
“We will air more than 50 programs covering 500 hours within a period of 55 days, including in-studio, interactive, and on-ground programs. We have invested significantly in election content titled ‘Mahabharat Yudh,’ which I believe will be the most extensive electoral coverage ever done in Kerala.”
He explained, “Given the diverse political landscape of the state, we are focusing on unbiased, extensive coverage in the state and other parts of the country. We are neutral towards all political party; our aim is to provide perspectives to the public, allowing them to draw their own conclusions. We conducted election surveys without the assistance of a third-party agency, deploying Reporter TV’s team for the same.”
Regarding revenue growth expectations during the election period, Reporter TV anticipates a 40 percent increase in viewership based on the channel’s history. This year, it is expected to reach 80-90 percent, directly proportional to an increase in revenue, which should exceed 50 percent.
“A recent trend we have observed is a spike in female viewers in the news genre post-COVID. If this trend continues, we expect female-centric brands to advertise more. Other categories will include automobiles, FMCG, gadgets, white goods, etc,” he said.
“Looking ahead, there will be significant technological advancements in the country. We are working on launching an app for the channel, expected to happen post Lok Sabha polls. We are performing well in other states and also in the Middle East. We are prepared to launch an English news channel soon,” concluded Anil.
