Repositioning of DAWNNEWS Channel to Mass Market
Year: 2014
Type: preprint
Abstract: This research paper is based on the positioning and later strategy of repositioning of DAWNNEWS channel. It was July the 21st, 2007 when this channel got a kick off. Its initial positioning strategy was of a top notch English (language) News channel in Pakistan. Later it went into a repositioning strategy of Urdu (language) news channel catering to the mass market. Reasons behind the repositioning include adaptation of brand extension strategy, non-existence of appropriate human resource, preoccupation of market by leading foreign channels like CNN and BBC and bottom line revenues in the initial phase due to poor media ratings. Major overhaul was done in logo, substance, impact of graphics and taglines. As a result brand image was shifted to a positive tone and strategy proved successful and bought he expected results.
Source: SSRN Electronic Journal
Institutions: Imam Abdulrahman Bin Faisal University, DHA Suffa University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2495391964