Monday, May 14, 2007

Mumbai Mirror: An object lesson for city-centric news channels


Take a dekko at the front page of Saturday's Mumbai Mirror reproduced above.
I'd take a bet that this is the only English newspaper in India that has no mention of Mayawati and the UP elections on the front page.

That's why Mumbai Mirror has succeeded. It has been positioned as a city paper, and, whatever the situation, stays true to the positioning.

That's the challenge for the slew of city-centric news television channels that are due to launch. For them to have the conviction and steadfastness to prioritise for a city audience as opposed to a national audience.

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