MUMBAI: Times Now, ET Now and
Property Now. That will form the
news bouquet of Times Network, with
the real estate and property channel
launching in October to complement
business news channel ET Now.
Property Now is most likely to launch
after Shradh, Times Network MD and
CEO MK Anand revealed. ET Now editor
of real estate and personal finance
Faye D’Souza will be the editor of the
new channel. She will report to Times
Network president news Arnab
TelevisionPost.com had earlier
reported that Times Network was
planning to launch a property channel.
According to Anand, Property Now was
a natural extension as the company
already has the ET Now
infrastructure. He also said that
D’Souza is the ideal person to head
the channel as she comes with a lot of
understanding of the real estate
With 60% ad inventory booked, channel
to break-even in first year
Anand also believes that Property Now
will open up a category. The real
estate segment ad market is close to
Rs 3,000 crore (Rs 30 billion) and is
dominated largely by the print
The channel is looking to break-even
in the first year itself, having booked
50–60 per cent of the ad inventory
for the year. Some of the key
advertising categories on the channel
are real estate, real estate portals,
building constructions and interiors.
“We have already got a reasonably
large number of launch partners.
Almost 50–60 per cent of our annual
revenue has already been booked. I
hope to launch the channel with all my
targets met,” he said.
Times Response team to play a role
While the channel is being helped by
the Times Response team in roping in
advertisers, Anand clarified that
there would be no commercial linkages
between Times Property, the property
supplement of The Times of India, or
Magic Bricks, the real estate portal
owned by Times Internet.
“We don’t have commercial linkages
with Magic Bricks or Times Property,
but yes the whole go-to market with
builders has happened in tandem with
Times Response. We are doing it as a
joint sales activity with Response,”
The network is also luring to buy into
Property Now along with Times Now
and ET Now. “We are encouraging
builders to advertise on Times Now and
ET Now with Property Now as a lead
piece,” he stated.
Property Now will have 2.5–3 hours
of original content. It will air news
bulletins and debates apart from
international syndicated content.
According to D’Souza, the channel will
have two key time bands, afternoon
for homemakers and primetime. The
channel will cover a wide range of
issues including industry trends and
pricing trends. It will also have
lifestyle shows on interiors and home
“We will spend a lot of time on advice
which includes tax, home loans and
legal aspects. We will have panellists
who will answer questions. The
debates will put into perspective
important developments of the day.
Our focus is on the end consumer who
is buying or selling,” she said.
“Our fundamental aim is to improve
customer experience in buying a
property. We want to bring urban
development on the agenda. Through
this channel, we will bring all the
stakeholders together,” she added.
English and Hindi mix
The channel will be mainly in English
with some sprinkling of Hindi. “It will
be in a language that the corporate
understands so it will have English
with a mix of Hindi,” said Anand.
The channel will be distributed across
India with Male 25+ as the prime TG.
It will also target females through
In terms of distribution, 1 million+
towns will be a priority market. In
fact, the channel is in the process of
inking a few carriage deals with MSOs.
“We are targeting the ET Now
penetration. However, it will have a
higher reach because the subject is of
greater interest,” he noted.
He also stated that Property Now will
have a bigger reach than existing
news channels but distribution will
have a phased rollout.
There are plans to launch Property
Now app by December–January.
However, the app will not compete
with any of the real estate portals as
they are search platforms.
Partners Amagi for geo-targeted
The channel has also partnered Amagi
Media, which provides geo-targeted
advertising, to offer split beams in
different cities. The rationale behind
the experiment is that consumers are
more interested in properties in their
neighbourhood rather than a distant
“We are going to be experimenting
with splitting television beam. We
have partnered Amagi for the
technology which is our innovation.
They have been splitting ads for geo-
targeting. We asked them whether
they could split content. This will
allow us to air four different shows at
four different locations,” Anand