Headlines Today, an English News Channel had an issue of ‘identity’. In an aggressive news landscape, HLT was just another channel that lacked ‘big name’ anchors. Our campaign aimed at creating a clear identity for our brand. For this, we harnessed the mood of the nation – an increasingly restless population demanding what was rightfully theirs but their ‘voices’ were falling on deaf ears. In the world’s largest democracy that offered a variety of essential fundamental rights to its citizens, we offered the most important one missing – the Right to be Heard.

We took the ‘lack of a voice’ and turned it into something we could use. Instead of having one person being the voice of the channel, we transferred that power to a billion people – the people of India. Through an integrated campaign spanning TV, radio, outdoor, digital and activation we provided the people with a platform to raise their voices. Call-ins poured in, people registered their complaints and concerns at our activation booths, commented on our webpage as well as on our facebook page. On the other hand, our TV Shows – The Right To Be Heard Show and RTH Townhall Debate, ensured that these voices were heard by people in power.

The campaign was a resounding success and saw wide-spread participation by people – videos were uploaded, issues discussed on social media and call-ins poured in. Headlines Today rose from being the last ranked English TV news channel to the first. HLT’s reach grew by 57% and channel share of the primetime slot (RTH Townhall Debate programme) rose to 84% in just 2 months. HLT had finally tasted leadership position that it currently occupies with an overall market share of 26% (TAM Ratings, Week 13 of 2013). The RTH Show was the 'most watched program' in that programming slot for the English News Channel category. The Townhall Debate saw the participation of not just concerned commoners but also a range of personalities from chief ministers (Shiela Dixit) to social activists (Arvind Kejriwal) to Bollywood superstars (Amitabh Bachhan).

*Source : http://www.bestmediainfo.com/2013/04/headlines-today-shares-top-spot-with-times-now-in-tam-week-13/