he Dainik Jagran Group will launch a 24-hour, free-to-air Hindi news and current affairs channel by December. The channel hopes to have a nationwide presence and make space for itself even among the English-speaking audiences. Sri Adhikari Brothers Network has also announced a foray into the news channel niche with its offering SAB Samachaar, a �current affairs and news channel� (The Brand Reporter, June 1-15), while April saw the launch of Rajat Sharma-promoted INDIA TV (The Brand Reporter, May 1-15). There are currently 10 national news channels and industry experts believe that the genre is growing.

For starters, the entry-level costs of launching a news channel, including infrastructure, programming, advertising and operating costs in the first year, can be as low as Rs 40-45 crore. Sandip Tarkas, chief executive officer, Media Direction, explains the growth in the number of news channels saying, "(With the proliferation of communication links) the cost of news-gathering has come down significantly and the revenues that accrue to these channels are decent. Growing competition creates excitement within the genre, and as channels find a niche for themselves, they can get more eyeballs and more money." ... more