A multi-agency pitch by Times Global Broadcasting Co Ltd (TGBCL), the broadcast arm of BCCL, has appointed Lowe Lintas India to handle the creative duties for its soon to be launched 24 hours English business news channel,
which is tentatively called ET (Economic Times) TV and is supposed to be launched in the first quarter of 2009.
According to sources the pitch saw participation of McCann Erickson and Rediffusion – Y&R and Lowe. The size of the account however has not been revealed.
The source also says that the TGBCL officials had a preliminary meeting with eight advertising agencies. Following which the company shortlisted these agencies, and then a briefed them.
It is said that Lowe won the account as it was an agency that best understood the brand equity of the Economic Times.
Lodestar Universal, which is the media agency of Times Now, would also handle the media mandate for ET TV. The new business news channel will unveil a teaser campaign soon, which will be supported by a pan-India campaign involving print, television, OOH and Internet, the source adds.
Ravi Dhariwal, CEO, publishing, BCCL, said, “I am happy to announce the upcoming launch of our new business channel, code named ET TV. In what is perhaps a global first, the Times Group is working on a convergence model that will make it possible for print, television and online to work together. Rahul Joshi will take hands-on charge of ET TV and lead the editorial effort across platforms, backed by an enabling structure to help ET TV and ET Online attain leadership positions. Consistent with this approach, on the Marketing side, Neeti Chopra will coordinate all brand activities for ET across print, television and online and bring Group synergies into play.”