24 Ghanta, a leading television channel, wanted a fresh perspective, aligned with their current positioning of Manusher Sathe, Manusher Pashe. Presenting Fame Per Second's approach towards the opportunity areas.

1. A bit of news for 24 Ghanta

2. The road ahead

3. Thought Problem Solution Strategy
Voice < Noise
Mind mapping
Brand weakness
Brand gap
Inference
Creative
Editorial
Marketing

4. “The Secret Service taught
Malia Obama to drive”
– CNN

5. PM Modi's facebook likes slip a
bit over Delhi polls, Land Bill
– India Today

6. “I won’t speak to the press again
this season”
– Ronaldo after Schalke defeat

7. Everything is news these days!

8. That too on everyone’s fingertips!

10. With so many options of voicing their
opinion, they are more empowered
than ever!

11. However, in reality…
There is too much noise.
There is too less voice!

13. With both urban and rural crises on the
rise, people expect the true picture and
can see through the bias!

15. Here’s what the audience has to say!
Qualitative study : Sample size: 30
Age:
18-24 - 10 , 25 - 34 - 13 , 35 - 50 - 2, 51 - 65 – 5
Class:
SEC A – 7, SEC B – 18 , SEC C – 5
Method:
Intercept, Telephonic, Face to Face, Social scanning
Secondary:
Youth insights from analysis of MTV, Channel V, Brand Equity, WPP Trend
report & DDB report

16. “Bengali news acts as stress-buster”
- Labani Biswas, F, 22

17. “I follow Ebela on social media.”
- Shreya D Ghosh, F, 30

18. “Local channels does not work for me.
Too much of politics-skewed news…!”
- Sohan Dasgupta Ghosh, M, 30

19. “Much of drama these days!”
- Baisakhi Bardhan, F, 30

20. “Sports is taking a backseat!”
- Pradip Sarkar, M, 62

21. Summing up

22. The only purpose of news should be to
tell the truth as it is.

23. The audience does not like to be
manipulated and looks for a leader
whom they can trust to voice their
concerns.

24. Scanning the weak spots

25. The brand claim has failed as the
audience have perceived a lack of base.

26. The changed stance
The colour biasness
The ‘no face’ situation
The overall presentation & packaging
The of ‘pseudo real’ image

27. Identifying the brand gap

28. The expectation from a news channel :
• Knowing about your locality
• Being updated, sense of belonging to a
greater world
• Group viewing leads to an enlightening
conversation
• Help to evolve intellectually contributing to
growth in career graph
• Sense of assurance and trust
• Sense of purpose
• To stimulate a thought for forming an opinion
• An easy way of being info-tained
The expectation from an ideal news channel :
• Informs through real news
• News analysis from different perspectives
and points of view
• Need to hear from the Horse’s mouth
• Should be democratic…for the people...
without a bias
• Should be youthful and should also focus on
issues concerning the young gentry
• News covering all genre
• Should navigate a thought process to initiate
decision making process

29. Mapping the opportunity

31. A dream? Or a Bubble?
A sense of helplessness and extreme cynicism
Being forced to take a relook at our decision about choosing govt
Apprehension

32. Show them hope
Hold their hand to reassure

33. Time has come.
Create an independent voice
People have started losing faith in organizations, government
and legal system due to multiple reasons.
It is time someone steps up and vows to stand by them.

34. Reaffirmed opportunity in transforming
From news to stance
From passive narration to actives
From statements to leadership
From pro/anti-government to pro-people
From pretence to straight forwardness
From fabrication to honesty
From indifference to concerns

35. It is time for 24 Ghanta to live up to
their brand promise of
Manusher Jonyo, Manusher Pashe

36. So, what kind of tribe are we?
If ABP Ananda stands for sensation
Can’t we stand for TRUTH ?

37. Creative strategy

38. It is time someone steps up and
vows to stand by them.

39. Approach 1
A tongue-in-cheek approach using an oft-used expression to substantiate 24 Ghanta’s
brand promise.

42. Taking the idea forward…

43. Ebar Manush Bolbe
A Q&A show across Kolkata, live from different zones of the city where the local counsellors,
MLAs, opposition leaders will face questions from a live audience as well as pre-sent questions
via social media, text, and phone to be asked by the anchor. There can also be a provision for a
report card where the audience will be asked to rate their local leaders on a few criteria and the
average score will be announced then and there.

44. Public Boka Noy
A crowd-sourced news bulletin by the audience talking about promises not kept and problems
they face. A film featuring people from varying socio-economic backgrounds telling the
policymakers that they can see through the farce. A podium with a microphone can be used as
a visual device in the film.

45. Taking the digital leap…

46. Press the "dislike" button
We are being surrounded by rosy and misleading news all the time. trying to project Kolkata in
a positive light. However, the fact is while the Govt perceives the mass as a vote-machine only,
mass is far more clever, always seeing through the layers of lie and falsehood. In case, they fail
to, there is always a mass media brand that is there to unearth the truth.
Dislike Button - The idea for this is, enough of like-able rosy news, now is the time to dislike the
news.

47. Approach 2
At a time when priorities change in a jiffy and front page news gets shunted to page 6,
just for the sake of accommodating a spicier gimmick, 24 Ghanta tells its viewers that
when they report something they see it till the end.

50. Taking the idea forward…

51. Current Status/Ei muhurte
A special slot for following up on major issues that’s in the news for a long time like the
Chitfund fiasco or the Ranaghat rape.

52. Taking the digital leap…

53. A digital timeline of news
Creating a virtual repository of news, a micro-site in the form of a digital timeline. The timeline
will feature all major issues from scratch to their current status so that the viewers of 24
Ghanta can follow all the developments from start to finish.

54. A micro-site that hosts prominent news of the day in a tile-view manner.
On clicking the respective tile, the tile opens up to an individual window where the timeline of
that news will be showcased.
The timeline will originate from the day that event took place, and will end at the latest on that
topic.
This way, a common man will always remain empowered at a time when information is power.

55. Route 3
We live in a time when people lack the courage to protest against something wrong.
And when it comes to crime, we fear for our lives and the repercussions of speaking up
on our families. All of us have become helpless bystanders because no one wants to
become ‘the news’. This route talks about the internal fears and the guilt that follows
for not speaking up when it mattered.

58. Taking the idea forward….

59. Jara Khobor hote chayni!
A series of short films on silent bystanders coming out and confessing about their apathy
towards crimes that happened in front of their eyes, ending with a plea for the public to stand
by what’s right before considering the repercussions as living with a guilt is difficult.
The format can be a simple ‘characters talking to camera’ shot in limbo with their faces blurred
(editorial call) or like a conversation with a counsellor/24 Ghanta anchor. These films can be
both played on the channel and social media or just for the social media.

60. Mone ache to eder?
A docu series on the bravehearts who decided to protest and ended up giving up their lives like
Bapi Sen, Barun Biswas, Arup Bhandari et al.

61. Editorial Properties

62. Suggestions:
• Tech 24 – A new slot for announcing and reviewing all the latest gadgets, cars, etc.
• Jela theke bolchhi – Featuring commoners from the districts talking about their woes,
concerns, grievances, demands, etc
.
• Amar shohor. Amar Khobor – A new slot featuring citizen journalists reporting from their
locality. We can do a separate call to action campaign announcing the same.
• Tarader Chokhe – A once-a-month show inviting celebs to talk about the most important
issue of that time
.
• Travel 24 – A special travel show either hosted by one of the existing anchors of 24 Ghanta or
outsourcing content from a third party with a celeb host.

63. Marketing / CSR ideas

64. Jiboner daam 50 gram:
Malnutrition rate in India is higher than that of sub-Saharan Africa! And West Bengal is a state
with one of the highest percentages of infant deaths due to malnutrition. With urban slums
increasing by the day, the rates are only expected to get higher. Staying true to 24 Ghanta’s
promise, we propose a campaign to either commence or end on October 16, World Food Day.
The idea is to ask people to donate just 50 grams of rice /dal /atta and create a food bank to
feed the underprivileged.

66. Announcing the phases:
Phase I – Announcing the initiative (14 days)
Vehicles: Channel, Outdoor, Print, Digital, Street Skits
Phase II – Collecting the food (1 month)
On-ground kiosks at hypers, local markets and grocery stores plus a provision for people to
donate at 24 Ghanta’s office.
Phase III - Announcing the launch of a centralised food bank tying up with 3rd-party bodies like
NGO or the UNICEF
*There will be a registration process in Phase I to create a database of willing donors.

67. Cleanliness Drive:
Posting volunteers across the city to collect common wastes like Plastic bottles, polythene
packets, chips and gutkha wrappers who will pick up stuffs as soon as someone drops them at
public parks, hospitals, outside malls and cinema halls.

69. Creating miniature city landmarks made of waste accompanied by a hard-hitting message.
Placing strategic ‘Dislike’ installations at waste-strewn places around the city.
Lastly, create a case-study from the initiative stating figures of collected waste and create a
mega-installation from it at Eco park or any of the city’s prominent malls.
The whole initiative to be amplified on TV and social media, associating it with the ‘Swachh
Bharat’ abhiyaan.

70. Special 24:
Recognising and honouring the achievements of 24 special women who have risen against all
odds. For example the first female taxi driver in the city, or an ex-prostitute who now heads
Durbar or teachers for an NGO, Chhanda Gayen can be one of the chosen 24 with posthumous
award to be given to her mother.

71. The Channel Identity

72. We do not wish to change the existing
packaging and identity
It’s a welcome shift from the monotony the channel used to reflect earlier. It’s vibrant and
dynamic, and the channel appears much more nimble-footed in its approach, and shedding the
political baggage seems like a good riddance.

73. In conclusion,
Our main intention has been to bring the brand claim to life, both in terms of campaigns and
activations.
The audience perception has to be changed, if not overnight, and what better than a hands-on
experience!