Navigating the crowded Indian news market with a resolute commitment to authenticity and credibility, Dilip Singh has recently unveiled news channel ‘Live Times,’ aimed to redefine journalism. As the Founder, CEO, and Editor-in-Chief, Sigh is committed to cutting through the noise by focusing on organic growth of the channel and enhancing viewer engagement.
Moreover, with an emphasis on authenticity and credibility, Live Times, ‘India’s first’ global multicast news hub, aims to offer substantial value to advertisers and leverage technology to redefine the news experience.
The channel was launched last month and the event was attended by UP Chief Minister Yogi Adityanath and a host of other guests. The channel aims to redefine the news landscape with its multiscreen-multi-stream capabilities, allowing for a highly personalised and engaging viewer experience.
In a conversation with Marketing Mind, while explaining the vision behind launching the news channel, Singh said, “I have spent over three and a half decades in the media, primarily as a journalist. Throughout my career, I have been committed to uncovering new facts that often go unnoticed. Over the past one and a half to two decades, however, I have observed a growing dissatisfaction among the people I interact with as a journalist as many accuse the media of dishonesty, questioning its credibility and authenticity. These concerns weren’t something I imagined, they were real, grounded in the feedback from those who consume news.”
He explained that this widespread scepticism gave him much to ponder. It made him question the gaps and issues that have led to such perceptions. He began to ask himself whether these concerns could be addressed.
“This introspection led me to consider how, as a media professional, I could contribute to restoring faith in the news. The result of this reflection was the creation of Live Times, a platform dedicated to delivering authentic and credible news. I recognised a clear demand from the audience for reliable information, and it was this gap that motivated me to take action and steer my efforts in this direction,” he added.
While acknowledging that the news landscape is incredibly cluttered, not just a bit crowded, it’s hugely congested, Singh explained what sets Live Times apart in this crowded market.
“We have global broadcasters, national news outlets, and even regional and local players dominating the space in India. Adding to this are platforms like social media and YouTube, where countless journalists and media professionals are uploading content. With all this noise, the question arises, why is there still such a loud outcry for more?” he stated.
“This led me to consider offering a value proposition focused on delivering credible and authentic news. The goal is to present fact-based news without taking sides, just straightforward reporting. We will see if the viewers who are demanding this approach respond positively,” Singh added.
He highlighted that Live Times doesn’t want to be just another news channel in a crowded field. Instead, it aims to fill the gap that people are asking for. While the approach of just reporting facts might seem dull to some, those seeking genuine news will likely find it valuable.
In the highly competitive news industry, Singh outlined the distinctive strategies that Live Times is using to attract both viewers and advertisers.
“Technology is proving to be a significant advantage, enabling us to reach a much larger audience. We are moving beyond traditional linear TV viewers to include digital users who engage with multiple screens, smartphones, smart devices, smart TVs, etc. Linear TV is no longer the dominant screen. According to data, by next year, India is expected to have over a billion smartphone users and already boasts a billion internet users. The digital ecosystem is expanding rapidly, with new platforms emerging, and even smart TVs are providing opportunities to reach viewers in new ways,” he said.
Furthermore, he went on to say, “Using this technology, we are not only reaching more people but also multiplying our audience. Additionally, the concept of ‘local is global and global is local’ is more relevant today than ever. We consume a vast amount of global content, from American news and presidential debates to coverage of events in Gaza or Ukraine. This shift means that consumers are not tied to local news alone.”
He also pointed out that in this scenario, offering content that is both globally and locally relevant becomes crucial. Despite the varying minutes of viewing attention, they aim to provide value by offering more variety and personalised content. Personalisation is becoming a key factor, allowing viewers to choose what they want to watch, and enhancing their experience. Overall, technology serves as a powerful enabler and contributor to this evolving journey, especially for viewers.
Furthermore, he went on to say that advertisers invest to capture attention and drive business, which is why they spend. The critical question is who they are targeting and where they are reaching them.
“The value advertisers find in us comes from our user and viewer base. If we effectively reach the right audience, advertisers will always consider us a valuable partner. We are not just offering, say, a one-time 10-second ad spot, we are focused on taking advertisers on a longer journey, ensuring both monetisation and branding success for them. Our existence revolves around building value for both advertisers and viewers. We have two primary goals, meeting the needs of our audience and fulfilling the objectives of our advertisers. These are the core values that guide our work,” Singh added.
Singh also pointed out that ratings are important, but their focus isn’t on chasing TRPs. Live Times is committed to delivering credible news and authentic information to its audience.
“While others in the industry may have their own approaches, we aim to carve out our unique path. Our strategy isn’t about replicating what someone else is doing, it’s about understanding our audience and delivering value in a way that resonates with them,” Singh said.
“I consume a vast amount of news daily, always analysing how we can improve and what we can offer differently. Our approach is to stay connected to the ground realities before presenting them to our audience. Authenticity and credibility are our priorities. We are not rushing into this, we know it’s a journey that will require sustained effort, 24/7 dedication, and hard work. Success won’t happen overnight, but with time and persistence, we will get there,” he added.
On being asked what categories of advertisers he sees as the perfect fit for Live Times, Singh explained that advertisers, whether global, national, or local, all come with a product or service to offer.
“We don’t differentiate between them. Any advertiser with a strong value proposition is welcome, just as we are constantly exploring the market with our business. I don’t see a need to categorise them differently, I value all advertisers equally. Our goal is to add value to their objectives as much as possible when they partner with us, and we will always strive to meet their needs in the best possible way,” he added.
As Connected TV (CTV) continues to grow in importance within the media landscape, Singh detailed the integral role CTV plays in Live Times’ strategy, saying that CTV is the future, marking where linear TV is losing ground. The global trend of cord-cutting has reached India, and the country is no longer isolated in this shift.
“As we move forward, CTV and technology will be our primary focus, leveraging tech wherever possible. Today, CTV predominantly connects with people who have high purchasing power and those who have removed linear TV from their homes. This is especially true in urban areas with access to high internet bandwidth. While CTV’s effectiveness is clear, India is a unique market where different platforms will coexist simultaneously,” he said.
“CTV is on the rise, but linear TV, cable, DTH, and streaming continue to maintain their presence. This is why we must engage across all platforms, aiming to reach the largest possible audience. Every viewer matters to us, even if it’s just one,” he added.
News channels frequently use landing pages to artificially inflate their TRPs. When asked about whether Live Times plans to implement this strategy, Singh responded that as a startup in the broadcasting ecosystem, they don’t view themselves as a large company with the resources to invest heavily on landing pages to boost TRP.
“At this moment, landing pages aren’t part of our strategy, and we don’t see them as a viable option to enhance our reach. However, as a business, we remain open to adapting based on future needs. Our focus is on maximising revenue and serving our audience and advertisers,” Singh said.
“Right now, our priority is organic growth and expanding our digital presence to reach a broader audience. We aim to deliver personalised, high-quality, credible, and authentic news that our audience can trust and grow with. Rather than focusing on tactics like landing pages, we are committed to providing valuable content that drives growth naturally,” he added.
While acknowledging that the credibility of BARC ratings has been under scrutiny, with controversies and numerous claims and counterclaims in the past, Singh said that currently, we have only one rating system available, leaving us with no alternatives.
“However, I am not a pessimist. I believe that history shows us that change occurs, particularly when technology works its magic. As we progress, we are not just focused on ratings alone, we are looking to expand beyond linear TV. The market is a powerful force, and as it evolves, so too will the systems we rely on. The rating system in India has already evolved and will continue to do so, strengthening its credibility. Everyone in the industry is aware of the need for improvement, and even the current system will have to adapt and improve,” Singh said.
He added that when disruptions occur in the market, driven by technological advancements like AI and next-generation technologies, the entire landscape can change. The industry may find itself adopting more effective methods in the future. Technology has the potential to make things better, though it can also present challenges. Ultimately, the impact depends on how it’s used.
“I believe that as technology evolves, so too will our systems, and these changes will come naturally. Technology is a powerful enabler and Indians are quick to adapt to new innovations. This adaptability is something that gives me great optimism about the future,” Singh added.
Furthermore, while pointing out the most pressing issues the news genre in India is facing currently, Singh explained, “When it comes to news, the foremost priority for me is gaining the trust of the audience, our users and viewers. Trust is essential, and it can only be earned if we, as a collective, provide real-time, credible news and information. If our credibility is ever in question, it’s critical that we address and resolve it immediately. This is the most pressing issue in my view.”
“Secondly, it’s important to recognise that our audience seeks us out for specific information. If we fail to provide what they are looking for, then we lose our right to exist in this space. The audience comes first, and when we have their trust and attention, advertisers naturally follow, as they seek to reach their target audience. My focus is squarely on these two key groups, the audience and the advertisers. These are the primary people we must serve,” Singh said.
He continued saying that beyond that, there are technological advancements being adopted globally by news and broadcasting companies.
“Unfortunately, we are not as forward-looking in leveraging these technologies. This is an area where improvement is necessary, but I don’t believe government intervention is required. The industry itself, and those within it, need to take the initiative to improve. Historically, government regulations tend to follow after the industry has already begun to implement transparency and value-driven practices. Therefore, I don’t expect much from the government in this regard, it’s up to the industry to lead the way,” Singh said.
In conclusion he mentioned that however, there are significant concerns within the industry, particularly around investment. While the entertainment sector continues to attract high levels of investment, the media sector sees much less, often only strategic and minimal investment.
“This discrepancy raises questions about whether the business model is hindering investment or if there are other underlying issues. More in-depth research is needed to identify the root causes of these challenges,” he added.
