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Wed 10 Mar 2010 12:53 PM

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TV sex, violence a turn-off for advertisers - NDTV

Senior Indian exec says credible reporting likely to earn four times as much in revenues.

Media outlets that offer credible reporting are likely to earn up to four times the revenue than their tabloid counterparts, the executive chairman of NDTV (New Delhi Television) said on Wednesday.

Dr Prannoy Roy, the founder and co-owner of the India television station, said that advertisers are now choosing to have their products associated with higher qualities of journalism.

“Advertisers don’t want to see their product associated with sex and violence,” he told delegates at the inaugural Abu Dhabi Media Summit.

“The distinction in the market is now beginning to happen with advertisers so we’re getting like four times the rates of a tabloid channel.

“To create value in news you have to stick with credibility and you will have short term problems. You’ve just got to not weaken when those numbers come out. If you stick to a credible solid channel you’ll get higher revenues.”

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