This document provides information on the proposed brand idea for a new news channel called AAJ News. It discusses the progression of news channels, the vision and mission for AAJ News which is to enlighten people and transform the future through empowering citizens. The target audience is both male and female aged 30-45 who are forward-looking and ambitious. AAJ News will distinguish itself through its objective and transparent reporting approach with a high percentage of live news coverage and focus on engaging viewers through compelling human interest stories.

1. Brand idea
NEWSAAJ

2. Brand Idea [Presentation prelude]
• News genre & the progression
• The brand vision
Channel Impressions
Brand stance
• Core audience
• Brand derivatives & the discriminating
factors
• The Brand Idea [The brand Compass]
• Airing strategy & the brand footprints
• AAJ NEWS message [The tagline]

3. Background
• What are News channels all about?
[A slight analysis]
• How has the market acceptance been like?
[Market’s changing dynamics]
• Who is the target audience?
[Consumer insights]
• What are the prospects for holding up?
[Highlighting the opportunities for the existing beams]

4. News channels progression
Progression
• Tapping into an completely new genre [then] news beams were launched to cater to the
information needs of an extremely discriminating audience
• Something that later came up as perhaps one of the most lucrative television ventures for those
who stepped into it.
• Today a news channel can easily qualify to be a non-niche [/specialized] specific beam [and is a
popular beam for all audience across board]
• TV as a whole was a medium for an individual to escape from reality, until reality TV and more so
News beams started coming in.
• Perhaps the element of staying informed and live break ins has put news channels far ahead of
any other category of television programming

5. • News beams tapped into what is today called a national habit; a minute to minute
surfing just to recap on any news feature or a new development has become the
standard with the viewers
• News channels tops the ratings slot more than any other channel; with a graphical
representation of this ballistic trend proven on any happening across the globe has
made news channels a top choice for media buyers and advertisers to hook up there
ad campaigns *
• Though an already packed up genre with 4 to 5 beams dedicated to the job [not to
count hybrid beams at it] and another 4 to 5 lined up to unleash their potential… the
genre today is all about who breaks in the first with more analytical over view and
more visually engaging screen

6. AAJ News
Business Recorder Group

7. Channel Agenda
“Enlightening the people to create the future they desire”
Channel Vision
“We are in the business of transforming the future of the land
through the power of people”
Mission

8. The channel impression
(a) Conceived out of our vision of how we saw the news channels in Pakistan.
(b) We saw a big gap between where the responsibilities of broadcast journalism lie
and where the news channels are stuck.
(c) This is where the unique idea of a truly PEOPLE”S NEWS CHANNEL comes; a
totally new breed broadcasting concept growing stronger inside of us.
(d) We choose to break away from the “tradition and formulas” of the news channels
[in Pakistan], for the freshest approach, to better solve the challenges faced by
the people through a truly people’s content formula

9. A unique stance
• Our Belief:
News channels today broadcast on a model which is out-dated and it does not
deliver news with an objective, it fails tremendously when it comes to a total
engaging presence
• Our Philosophy:
We believe in “PEOPLE’S STORY”. Which apparently, is sort of an anti-News
channels [in Pakistan] stance.
• Our Business:
News with an objective!
[Unlike traditional news channels that break in News and leave it unattended after the
ratings have served the purpose. Delivers shows and programming which is highly
opinionated]

10. • Our Dream:
To be known as a true “live news delivering channel” that is in the business of:
“bringing the true & big picture ”
• Our Approach:
“No pre-set agenda” in mind, when ever a news breaks on AAJ NEWS
(a) collects
(b) scrutinizes and
(c) projects on an absolutely interactive platform [objective news]
all at a pace faster than any fastest; absolutely transparent!

11. Larger audience; M/F [SEC; ABC] aged: 18/20 – 40/45
People who value their ambitions and approach their daily lives with major considerations of attaining
absolute value for themselves
Audience

12. Audience
30 +/-16 – 28 +/- 45 - 50 +/-

13. [Psychographics:]
(a) Forward looking , well aware of the developing events
(b) Disengagement from 25 – 29 age bracket (beginning a new life order)
(c) A ‘comparatively’ recent induction in the 30 (plus) carrier oriented circle
(d) Pursuing carrier with newer ambitions and domestic responsibilities
(e) Starting a family (married, probably with an expected baby or has one already)
(f) Gearing to take bigger decisions
Audience
Focused audience; M /F[SEC; ABC] aged: 30+/-

14. Key discriminating factors
An absolute interactive channel
With an on screen content split of 65% [News]
and 35% [current affair / crime shows, Infotainment programming]

15. Power of reaching out to the hearts of people and
delivering news with an objective
[the core brand discriminating factor]

16. Key driving elements
Objective news reportingEngaging screen value
Changing the dynamics
of broadcast journalism
in Pakistan
Real issues reported

17. (1) LIVE News
• LIVE as live can be; live as being there
• The ability to go absolutely live, any news break in / happening from across
Pakistan and globally is the core strength of the brand
• Equip the already established news base of correspondents [from the print
wing] by digital facilities to capture, uplink for live feeds to the base stations
• A continuous live coverage for a high energy screen value

18. (2) Objective News
• News channel with an objective delivery;
• A 3 step deliver process with every news break in;
– Inform
– Examine
– Interactive [& not impose]
• Make Xps a highly engaging News channel which
empowers the viewers to influence a social change

19. (3) Engaging screen
• High presentation standards; interactive and extraordinary
appearance engages the viewer to remain glued to the beam
• The imagery / visual appearance is all about the revealing the
truth and bringing the big picture to our audience
•
•

20. Aaj positioning
The Brand CompassTM

21. The Brand Compass for AAJ News
Brand Franchise
Target Market
M/F aged 18/20 – 40/45
Core audience M/F30+/-
Forward looking
& ambitious
Target Segment
Semi / Urban Pakistani
Residents & expats
SEC A, B, C+
Target Customer
People who want to
achieve their set goals in
live,
Exposed to media
& believe in the power of
voicing out
People who are / or can be
motivated to a societal
change
Brand Promise
Functional
More live news covered
More human stories
Stronger follow ups
Accountability
Emotional
I want to be aware &
informed
I am seen as a more
intelligent &
alert individual
1st to know
Brand values
Brand Substantiates
Rational
Daily Express
Track record & value
positioning
Reporting /
News gathering
Associations
Most well equipped
news gathering setup
Changing the dynamics
Of broadcast journalism
With absolute live
Brand Identity
Table stakes
Has to deliver top stories, top genre news to be readily available,
should at least deliver breaking news as and when it happens,
programming should be informative, provoke introspection
Brand Personality
Instantaneous
Credible
Enlightened
Invigorating
Energetic / vibrant
Electrifying
Imaginative
Perceptual Shifts
[from the existing
market order]
News is mundane if it
doesn’t talk of my
interest
Breaking news / or
alerts are more talkie
than visuals
News is all reruns; is
hardly live / real time
Most of the analysis are
opinionated and
imposing
Image
Freedom
to stay
informed

22. Brand idea
NEWS
Essence (in the making): The shortest distance between the truth and a
human being is a story
[Slogan]