In an exclusive interaction with MediaBrief, Saraswathi Anand, Associate Vice President – Marketing & Product, Network18 Media & Investments, speaks about News18 Kannada’s exclusive and comprehensive campaign for the 2023 Karnataka legislative assembly election.

She discusses the objectives behind News18 Kannada’s ‘Chunavane Chaduranga’ campaign and outlines the innovations around content and programming it has adopted. Anand also speaks about the role of digital in this election season and the support that brands and categories have extended towards News18 Kannada. 

Read on.

How does News18 Kannada’s Chunavane Chaduranga election campaign differ from the competition? What are the main objectives of this campaign?

News18 Kannada’s Chunavane Chaduranga election campaign stands out from the competition due to its in-depth coverage and focus on the voter’s viewpoint and pulse of the state. The campaign has several objectives, including providing extensive and reliable reporting and highlighting the problems of the region.

The election programming extensively covered regions of Kalyana Karnataka, Mysuru Karnataka, Karavali Karnataka, Kittur Karnataka and Madhya Karnataka with reporting from ground zero.

How has the response for the campaign been? What are some of the measurable outcomes of this long campaign that started in January 2023?

The response to the campaign has been great, and there has been positive growth in viewership numbers. The measurable outcomes of this long campaign that started in January 2023 include 10+ special programs, 750+ episodes of on-air programming, 200+ constituencies covered, and positive growth in viewership numbers.

Jana Mana Mata which aired more than 100 episodes and Chunavana Chakra which covered 175+ constituencies across the state, these shows have reached to every voter and has given a platform to put forward their viewpoints and what their expectations are from this election.

Being one of the leading news channels in the Kannada news space, tell us about your innovations around content and programming for this election season?

News18 Kannada has several innovations around content and programming for this election season. These innovations include unique shows like Mahan Mahile, exclusive interviews with female politicians, Chunavane Masale, a show which talks about Politics over Platter at famous food joints, and humour-based Political satire segments like Chunavane Churmuri.

Additionally, Election To The Point is a mega on-ground debate show hosted by Nikhil Joshi, Editor, News18 Kannada, and VIP Akhada is a different concept program with an Anchor moderating the show in the midst of voters and party supporters discussing the report of the present elected MLAs.

Which are the brands and categories that have supported News18 Kannada’s Chunavane Chaduranga campaign. How are you ensuring enhanced reach for the advertisers this election season?

During the elections, we witnessed a diverse range of sponsors advertising with us, including companies dealing in FMCG, Automobiles, Infrastructure, Healthcare, Consumer Durables and more. We have had a variety of categories advertising with us, showcasing the broad appeal of the election campaign.

The channel is ensuring enhanced reach for advertisers this election season by utilizing a 360-degree marketing plan, which involves outdoor, print, radio, digital, and local cable networks. Advertisers can benefit from the extensive reach of the campaign and increase their visibility to a broader audience.

Can you share with us how this comprehensive approach has helped in reaching out to more viewers and garnering positive growth in viewership numbers?

News18 Kannada’s comprehensive approach involving outdoor, print, radio, digital, and local cable networks has helped in reaching out to more viewers and garnering positive growth in viewership numbers. The media mix utilized in the campaign has allowed the channel to reach out to a wider audience and increase their visibility in the state.

Potential partner brands can benefit from the extensive reach of the campaign and reach out to a wider audience. The approach was to target the viewers across rural, semi-urban and urban markets. 

What role does digital play in this election season? What are some digital-only (or TV-led on digital) activities to drive more conversation and viewers to the News18 Kannada news consumption basket?

Digital plays a vital role in this election season, and News18 Kannada has several digital-only (or TV led on digital) activities to drive more conversation and viewers to the channel’s news consumption basket.

The channel has several unique digital initiatives, including live streaming of election rallies, debates, and interviews with political leaders, and behind-the-scenes coverage of the campaign. Additionally, News18 Kannada has a strong presence on social media platforms and has been actively engaging with viewers through these platforms.

With the overall duration of the campaign being 120+ days, what can viewers expect in terms of your election coverage during this crucial period?

Chunavana Chaduranga is definitely a bigger campaign with the overall duration of the campaign being 120+ days. News18 Kannada is preparing for the big counting day to provide the fastest results.

The channel is committed to providing comprehensive and accurate coverage of the election during this crucial period. Viewers can expect extensive and reliable reporting from News18 Kannada during this crucial period from ground zero.

Is there anything else that you would want to add?

News18 Kannada’s Chunavana Chaduranga campaign is a comprehensive and innovative approach to cover the Karnataka Legislative Assembly Election. The channel has several unique shows and initiatives to engage with viewers and provide them with extensive and reliable reporting. News18 Kannada is committed to presenting Fast, Accurate, Credible and Unbiased news to viewers. And we say it’s News over Noise.