Dawn News Channel Hits Rock Bottom – PART 2

This is PART 2 of my blog entry on the same topic published on November 21st 2010.

The Mast Morning program that aired on Friday, November 12th 2010 takes the trophy for being the most appalling program that Dawn has probably ever aired. Seeing two famous media personalities, Mustansar Hussain Tarar and Faryal Gohar, being interviewed by Juggan Kazim was ironic to say the least. Continue reading Dawn News Channel Hits Rock Bottom – PART 2

Dawn News Channel Hits Rock Bottom – PART 1

Dawn News channel, since recently, is becoming a classic case of a mismanaged brand. Many a brand has made the mistake of faltering at managing its equity. Building a brand poses many challenges but managing a brand with reasonable equity can be extremely tough as well. Measurement of brand equity is the hottest area of research in marketing and is something that the best brains in marketing worldwide are struggling with. So measurement is tricky and challenging alright. But managing a brand with high equity is no rocket science. So why is Dawn losing out on its hard earned equity at such a rapid pace?

Dawn news channel is a brand that had become an integral part of our lives for some of us in Pakistan. Dawn is the oldest and most widely read English newspaper in the country. It was founded in 1941 by none other than Quaid-e-Azam Mohammad Ali Jinnah himself. In 2007, Dawn launched the first 24 hour English news channel. Interestingly 2007 marked my return from the UK and Dawn news channel was a fresh change from PTV News and all the other local news channels. I only remembered watching BBC and CNN in Pakistan to get credible news that is presented sensibly by professional journalists. Dawn news channel offered the best mix of well-balanced local and international news. The news casters, reporters, and hosts of programs had fresh and well-groomed faces, professional attire, and amazing accents. Everything about the channel from 2007 till sometime in 2010 promised class, truthfulness, a sense of uprightness, and taste. From the news coverage to a Taste of Fusion to No Reservations by Kamiar Rokni – the channel had a consistency which few brands can dream of offering to their customers. The harshest critics of Dawn newspaper referred to it as “boring” and the same for Dawn news channel referred to it as “elitist” in comparison to Express news channel, which was launched only recently in 2009. This perception was due to the fact that it seemed to cater primarily to the well-educated, urban citizens of Pakistan. Seemingly Dawn news channel had been struggling for sponsorships and some cable operators were not even providing Dawn news to their subscribers due to limited viewership. So clearly all was not well in the house of Dawn Group of Newspapers.

Dawn’s answer to some of the problems it was facing with its brand was rather shocking. In the summer of 2010, Dawn switched its English transmission completely to Urdu – everything from the news to the programs is in Urdu now. Dawn went so far in catering to the mass market that it even changed its morning show “First Blast” to “Mast Mornings with Juggan Kazim”. The two programs are as opposite to each other as they can possibly be. Mast mornings is as frivolous as the name suggests. Personally speaking, this particular program has changed the brand personality of Dawn for the worse. The print ad of the program with Juggan Kazim doing interesting antics convinced me to see the program. This is how watching Mast Mornings became an agenda on my already overwhelming to-do list. The first program was a shocker of sorts. Juggan was dressed for a wedding with earrings to match (http://plixi.com/p/55680158). The guests were none other than Syed Noor and Sana from the local film industry. No surprise there since Juggan will be appearing in films soon. The program was good at one thing. It was clear to me that Dawn channel had changed too dramatically, too soon and definitely for the worse.

Facebook or Fakebook?

Facebook is a great way to stay in touch with friends and acquaintances but it has shortcomings of its own. One of the biggest weaknesses of Facebook so far has been its lethargy in taking action against fake profiles. There are all sorts of weird people who like impersonating others probably because they have little happening in their own lives to amuse them. Facebook offers the option to Report/Block this person at the left side of each profile page. Once you click on that it asks you whether this person is impersonating you or someone else etc. If you report a profile more than once, the system recognizes that you have submitted a prior request. Now if I have submitted a prior request then what is taking Facebook administrators so long to fix the complaint! Customer service anyone?! Or is it that we are not really the customers because we don’t pay a penny for using it.

Germany's New Controversial AIDS-Awareness Ad

Germany’s New AIDS awareness Ad starring Hitler is causing quite a stir and controversy (http://www.time.com/time/health/article/0,8599,1921012,00.html). Germany’s latest AIDS-awareness commercial evokes some strong emotions: shock, disgust, nausea. And that’s exactly the point. The controversial ad, which was released online on Sept. 3 and starts running on German TV on Wednesday, Sept. 9, shows a couple having steamy sex in a dimly lit room with menacing music playing in the background. The viewer sees only the back of the man’s head until the very end, when the camera pans to his face — to reveal that he’s Adolf Hitler. Then the slogan flashes across the screen: “AIDS is a mass murderer.” Continue reading Germany's New Controversial AIDS-Awareness Ad