In a new marketing gimmick, the Times of India group has worked out a strategy to reposition E-Times "" a television entertainment weekly guide with listings "" by turning it into a fortnightly from September. The decision has been taken in view of the growing competition from other dailies and the recently-launched TV Today "" a weekly magazine from the India Today stable "" and to offer advertisers an attractive platform.
The revamped and reformatted E-Times, distributed free as a supplement every Friday with the Delhi edition of TOI, will also be available in its new avtaar, including the TV listings, to the Mumbai subscribers of the Old Lady of Boribundar. At present, Mumbaites do get E-Times, but minus the TV listings, which appear in the Metropolis on Saturday.
Confirming the proposed change, TOI vice-president (response) R Sundar told Business Standard: Yes, we are turning E-Times into a fortnightly from September and it will be revamped. However, he refused to divulge further details about the project.
TOI executive director Pradeep Guha too failed to respond to a questionnaire on this subject faxed to him in Mumbai a week back.
However, TOI group sources revealed that the decision to turn E-Times into a fortnightly is not only to ward off competition from rivals, but also to reposition it in the market for advertisers as a uniform and complete TV magazine available to Mumbai and Delhi readers of TOI.
In the first six months, E-Times, with increased number of pages, will continue to be distributed free with the Mumbai and Delhi edition of TOI, the sources said, and added that some time later, it may be available on the stand for a price.
TV Today's cost is Rs 10, while Infotainment and Tele Express come free with The Hindustan Times and The Indian Express, respectively.
In the revamped E-Times, the number of pages carrying TV listings will be increased to about 14 from the existing eight (as per the current format in Delhi) and the editorial content is likely to be pruned.
The front and the back covers will also be printed on glazed paper to make it visually more attractive.
The latest move on E-Times, however, has taken the advertising world and the competitors by surprise. I am curious to know the reason behind the move, said TV Today executive editor Arun Katiyar, but refused to comment further.
TOI's Bangalore edition is also likely to go colour in a limited way from next month.
