yes, HT-ToI bhai-bhai, DNA bye-bye?

charukesi June 6th, 2005

I had blogged about my dropped jaw last week on seeing a full page ad for HT in the ToI. And Suhail wrote in pointing to this link from exchange4media - Warring rivals join hands. HT, TOI agree to co-operate. And today, Rediff reports Times, HT join hands in Mumbai

Cross ownership of media vehicles is one thing (ToI, India Times, Radio Mirchi blah blah) - it makes cross promotion across media vehicles easy - but advertising for a competing brand screams all lines drawn - in the battle against DNA…

Says Ravi Dhariwal, executive director and member of the board, Bennett, Coleman: “It’s not a change in strategy for either of the players. We compete for readers and advertising but that does not mean that we will not collaborate. In Mumbai, it will be a win-win situation for both of us.”

Clearly not for the readers though. Unless you are rooting for sheer entertainment value…

It will be interesting to see how long this bhaichara lasts… what will happen once HT actually hits the market?

As for DNA, the proposed June launch has been postponed for a few months - and in the current market scenario, this only spells trouble… despite this bit of imaginative and optimistic spin from DNA’s marketing head Suresh Balakrishnan The signal is clear. It only suggests that Times considers HT a lesser rival than us - and apparently this is a point that insiders at ToI agree with - Rediff also says that DNA is going to launch a new ad campaign around this theme soon.

DNA, Speak to us. We are waiting to listen to you…

I have already developed this affection for the underdoggish DNA (here you must picture my amused yet tolertant smile at Subhash Chandra’s dreams of world domination) - if that newspaper delivers even a bit of what it promises - stories that are relevant and interesting to the readers (and not the publishing group’s other media / events interests) , I am looking forward to it…

———– cross posted on Media Musings

4 Responses to “yes, HT-ToI bhai-bhai, DNA bye-bye?”

  1. # mandaron 06 Jun 2005 at 14.39

    hey charu,
    thanks for visting and commenting on my blog Ink Scrawl.
    And I definitely agree with you here. Am waiting for DNA to be launched. If DNA is half as good as it promises to be, We will have a decent newspaper to read.

  2. # Akshayon 06 Jun 2005 at 19.53

    It’s all a big cartel if you ask me .

  3. # Charuon 06 Jun 2005 at 20.04

    yes Akshay, it is a cartel - and their aim is to ensure that nothing else succees in what they consider their space - say no to competition that might increase efficiency , say no to consumer choice is the guiding factor
    Mandar, am only hoping DNA does not turn out to be worse than these!

  4. # harinion 06 Jun 2005 at 23.38

    i feel so smug about this whole thing:)
    DNA is going overboard with their advertising. there is going to be reader fatigue b4 the paper hits the market.they are too much in the face for a product that is yet to launch.
    i got a call yesterday from a girl ( a former student) who is with DNA doing a story. And i hear rumours of the old man sitting in the DNA office - so i won’t be surprised if he pulls a rabbit out of his hat and fast tracks the launch. If anyone can he can.
    and yes - i probably will buy the DNA