Positive about Good News: Neena Dasgupta, CEO & Director – Zirca

Image-Positive-about-Good-News-mediabrief-4.jpg

When we first heard about the forthcoming Good News Today — which the India Today Group has now announced it will launch on 05 September 2021 – we reached out to some industry leaders and experts across marketing, research and business-building, on their views about a couple of aspects about a TV news channel that would focus on ‘good and positive news’, without even naming or referencing GNT.

Here is what respected marketer Neena Dasgupta, CEO and Director – Zirca, has to say about a generic, new kind of TV news channel that would focus on Good news and positivity. These are Neena’s words:

Anything positive and happy is always welcome, and it remains that way when consumed without skepticism. Our social fabric is such that news is what leads to conversations, discussions and debates, some good and most bad. News is integrated into our system for purposes of remaining communicable, relevant, popular and opinionated. We see enough of this on our social media.

A good news channel will possibly grow as a content combination of real-time good news and more good debates. Good is not only reporting but also airing another view that could have a better impact, a place where policies are explained and their purpose is clarified. This platform could become a harbinger of change, which could take a while, but would work.

Advertisers buy eyeballs and statistics. Each rupee allocated to building a link must bring a return. If the channel can garner the numbers, then advertisers would certainly consider it – most likely at a premium. Related research must profile viewers as largely a segment of influencers who can positively impact brand connections.

A good news channel will possibly grow as a content combination of real-time good news and more good debates. Good is not only reporting but also airing another view that could have a better impact, a place where policies are explained and their purpose is clarified. This platform could become a
harbinger of change, which could take a while, but would
work: Neena Dasgupta

I have been running Zirca entirely linked to purpose. Purpose is what guides you and keeps you rooted. It guides the system and structures plans. It’s never easy to remain steadfast and, therefore, we have our missions. These are not merely feel-good statements, but a series of activities aligned to the purpose and geared towards organisational goals. It allows for tracking and captures what may need to be approached differently. Strong governance keeps you purpose-driven.


Also read 

It would be interesting if its definition of good news is expanded beyond reporting to analysing and debating. It can touch on ethics, culture, values – all at the root of war and conflict. I would welcome such a channel if it influences today’s curious youth who need to understand news better and remain politically balanced.

Quality eyeballs is what advertisers need. I would consider a destination like this to ensure that while brands understand the data, they also value the impact on the brand. The perception of the brand is positive because people are in a positive state of mind, or so we believe with good news.

…so, beyond numbers and ratings I would urge that stick to its larger purpose. That allows for a premium and is certainly great for innovative deals: Neena Dasgupta

I would welcome this channel if it brings a view that explains what would have been different, paving the way for individuals to think deeper. I would welcome a channel like this to be the spark of change. It starts small, but influences big.

The purpose of the channel may mean more intriguing news rather than good news only. Quality eyeballs is what advertisers need. I would consider a destination like this to ensure that while brands understand the data, they also value the impact on the brand. The perception of the brand is positive because people are in a positive state of mind, or so we believe with good news.

So, beyond numbers and ratings I would urge that stick to its larger purpose. That allows for a premium and is certainly great for innovative deals. I love what Better India does. They don’t get swayed and remain committed to their purpose. And they get advertisers at a premium.

One needs to consider that content is today distributed via multiple channels – from TV to the device on your wrist. Discovery is the key. Good news has it tougher when it comes to discovery. We are so tuned to seeing the bad that it may take a while to glance at the good and engage with it. I want to stress again, good news is not reporting only. It is views that have a positive lens, opinions that show better options and has influence that moves masses.