It is the first time NDTV has hired an external agency. Founded in 1988, the company is a private producer of current affairs, sports and entertainment television and has 23 offices and studios across the country.
NDTV chose Comma after a multi-agency pitch. NDTV’s Manisha Natarajan said, “We found Comma’s pitch strong in PR strategy and incisive in NDTVs communication requirements. No one was handling communications for NDTV prior to this. Our financial releases were issued through Mutual PR.” She added that the mandate for Comma included overall communications for strengthening corporate brand, channel and programme identities.
There are already 15 news channels in the market. Natarajan said, “The NDTV brand stands for credibiltiy and quality content. Communications will work to strengthen these brand values.”
The account is the first in the broadcasting sector for Comma, which was set up by former IPAN president Rajiv Desai last year.
“NDTV is the first broadcasting client but Comma’s team has been associated with the likes of Star TV, MTV, ESPN and National Geographic during their respective careers in the past,” said Rakesh Thukral, chief operating officer at the agency. The account will be led out of its Dehi office.