Controversy as an entry strategy: The Case of Republic TV
Republic TV Screen Grab, 6 May 2017

Controversy as an entry strategy: The Case of Republic TV

Arnab Goswami, a distinguished Indian journalist and television news anchor, took the nation by storm on 6 May 2017 when he broke an investigative story on newly launched Republic TV about the nexus between Rashtriya Janata Dal (RJD) leader Lalu Prasad and Mohammed Shahabuddin, a convicted criminal. The story tried raising a question not only on the credibility of RJD leader Lalu Prasad but also on Nitish Kumar (CM, Bihar) who is running government with RJD alliance. Whole day on 6 May 2017, Republic TV kept running the investigative audio tape and also invited a panel discussion among leaders of various political parties to add fuel to the fire. Later on, the same story was repetitively placed as a news item at several news channels and was also covered by several news papers across the country. Not taking much time, even the supreme court of India directed Lalu prasad and two others to stand trial in separate cases related with the two-decade-old fodder scam. 

Aam Aadmi Party leader Kapil Mishra made a scandalous disclosure, claiming that he saw Health Minister Satyendra Jain handing over Rs. 2 crores in cash to Delhi Chief Minister Arvind Kejriwal. Next in the row, Republic TV claimed to have evidence with respect to the corruption charges on Arvind Kejriwal.

In yet another expose, Republic TV has broadcasted some tapes which supposedly present evidence in Sunanda Pushkar’s death and Shashi Tharoor’s alleged involvement in the case. Sunanda Pushkar, who was wife of Congress leader Shashi Tharoor died in mysterious circumstances. The file was closed by police and Shashi Tharoor was already given the clean chit. The Republic TV tapes revealed that before her death, Sunanda Pushkar was desperate to talk to media but Shashi Tharoor stopped Sunanda from addressing the media.

With its investigative stories, Republic TV tried to pursue “old” stories or unsolved murder cases of public interest. It’s interesting to note that media trials have very little credibility in the court of law. Controversy is directly proportional to the popularity. The Republic TV is not the only business house who used ‘Controversy’ as an entry strategy, many companies have exploited ‘Controvery’ successfully for the commercial gain in the past.

The New England Brewery Company based in Connecticut, USA, have officially used Mahatma Gandhi’s name and image on their Gandhi-Bot India Pale Ale. The Company described the Gandhi-Bot as “fully vegetarian” and ”an ideal aid for self purification and seeking of truth and love.” Burger King which runs a global chain of hamburger fast food restaurants in more than 70 countries depicted an image of the Hindu Goddess, Lakshmi, seated atop a meat sandwich, other foodstuffs with a catch phrase, “A snack that's sacred”, written in Spanish.

Table 1: Showing Weekly Data (13th May 2017 to 19th May 2017)

Source: https://www.barcindia.co.in/statistic.aspx (Accessed on 27 May 2017)

With its controversial stories, Republic TV as well as Arnab Goswami was successful enough in gaining enough publicity as well as attention of the law makers. With slogan “You are republic, we are your voice”, Republic TV did not stop here and kept airing another investigative stories with a twist of controversy. Republic TV could earn free publicity with NO cost – What a Fantastic Strategy? The whole India came to know about the entry of a brand new news channel ‘Republic TV’ in no time. In less than 15 days of its launch, Republic TV gained the top slot in the English News Category (Refer Table 1). Controversy Rocks!

Amitabh Mishra (PhD)

Associate Professor at Chandigarh University

7 年

Controversy as a entry strategy! Its very risky and may become suicidal for the brand. No doubt, it may gain attention and bring some publicity for a while. But, if it is not backed by the facts and the brand is not credible it will certainly kill the brand. Don't forget Salman Khan's flop movie TUBELITE. It also created controversy before release. Also need not to forget what happened with Amir Khan (Snap Deal and Tourism Dept kicked him out) and Shaarukh Khan (movie FAN was a flop) when they ignited controversy on the issue of 'intollerence in indian society'. Republic was successful, because Arnav Goswami has a reliable name in India and no one could question the credibility of the news he delivered (Lalu himself accepted, he has good relations with Sahabuddin). Controversy as a strategy has lots of side effects and marketer need to be very careful before using it. Most of the time it brings negative publicity and exercising it is like using a double edged sword. It may harm others as well as your own self.

Debarshi Mukherjee, MBA, Ph.D

Professor of Business Management at Jamia Millia Islamia|| Education 4.0 || Learning Continuity Evangelist|| Author||Andragogy Development Enthusiast

7 年

You have made your point quite loud and clear. Good work Prof.

Nik Talluri

Novated Leasing Consultant

7 年

True. This man seems to have come up with his own entry marketing strategy i.e Controversy + Contacts(politics + business houses) *tweets #republictv

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