MUMBAI: ABP News Network channels have been implementing an effective strategy to mitigate the impact of COVID-19, and create a positive environment through its initiatives. The channels under its banner are ABP News, ABP Majha, ABP Ananda, ABP Asmita and ABP Ganga.
One of the most heartfelt initiatives from the network is ‘Senior Patrol’, which has been carried out in collaboration with Robinhood Army (RHA). Senior Patrol is targeted towards helping the most senior and susceptible members of the society. Under this initiative, the group delivered essential supplies like food and medicines, among others, to senior citizens amid the lockdown.
The network reporters of all the channels have been at the frontlines in delivering every piece of information to the viewers. This includes an exclusive report on COVID-19 testing kits, wherein the reporters of the group visited a pathology lab to help viewers understand the workings, proceedings, and components of the Mylab testing kit.
Consequently, through continuous efforts, minute-to-minute updates, and comprehensive insights on the pandemic, the network’s digital platform also garnered a whopping 15.7 billion impressions in the month of March (Source: Youtube Analytics), attesting their dominance on the digital front.
ABP News initiated a message-driven campaign called #CoronakoDhona to strengthen the consciousness on the pandemic and ensure the safety of the people. The campaign was successful in spreading awareness on the preventive measures against the spread of the virus through the reach of their news channel and digital platforms. In Facebook alone, the channel accrued 5.42 million interactions and 132.79 million views.
The group also undertook various innovative steps such as ‘Live Bulletins from Home’, to ensure that anchors could work effectively from a safe space during Janta Curfew. In this regard, the ABP Ananda news anchor Suman De also conducted a live show from home, instilling the important message of ‘staying home’ amongst the viewers.
Furthermore, with an intention to eradicate fake news and debunk myths on COVID-19, ABP News took special programming initiatives such as ‘Sachchai ka Sensex’, to apprise the viewers of the facts and separate them from the misleading medical information, rumours, falsehoods, etc.
Another special segment on ABP News called ‘Ghar Ghar Big Boss’ was telecast to subtly share a message on social distancing and staying home, wherein celebrities were interviewed from their respective homes, to create a sense of calm and entertainment for the viewers.
The regional channels of the network: ABP Majha, ABP Ananda, ABP Asmita & ABP Ganga have been equally pertinent in creating a positive societal impact through their thoughtful initiatives.
ABP Majha’s specially-curated show ‘Corona Parishad’ was one such step. The unique show featured eminent doctors from Maharashtra like Padmashree Dr Tatyarao Lahane, Dr Avinash Phadke (Head of SRL Diagnostics), and Dr Pallavi Saple to impart knowledge to the viewers. Through this show, the doubts, concerns of the viewers were addressed along with a thorough understanding of the virus.
The Marathi news channel of the group also conducted exclusive interviews with Maharashtra health minister, Rajesh Tope, on the state government’s plan of action to tackle COVID-19 and also with the state’s home minister Anil Deshmukh on lockdown measures to help fight this battle.
Similarly, ABP Ganga, a regional news channel of the group that caters to the viewers of Uttar Pradesh and Uttarkhand, was on the forefront in generating maximum awareness on the pandemic. A segment on ABP Ganga called ‘Corona Ke Karam Yodha’ was telecasted to throw light on the unsung heroes of COVID-19, whether they are policemen, doctors, or any other individuals.
Another significant initiative was that of ABP Asmita, a Gujarati news channel of the group, wherein educational lectures were conducted by experts for ninth standard students on Science, English, and Math which were telecast from 2 pm to 3 pm from 19-28 March on the channel.
On the organisational front, the network has taken an abundance of caution to ensure the health & well-being of their employees. They did so by implementing a number of steps including regular office sanitisation, video conferencing in lieu of in-person gatherings, E-invoicing to ensure timely closure of estimates, POs, invoices, and work from home measures.
Despite a myriad of challenges posed by the pandemic, the network’s comprehensive business continuity protocols have ensured seamless operations of all services as efficiently as before. This all-encompassing approach has not only safeguarded the health and well-being of all stakeholders but also prevented any disruption in business operations.
Additionally, the group’s reporters have set an exemplary example for the viewers by using a mic with a stick while interviewing as a measure to encourage social distancing. Also, many interviews were also carried out through instant messaging application – WhatsApp’s video call feature.
ABP News Network chief executive officer Avinash Pandey says: “At ANN, we measure the impact and success of our organisation through the kind of influence we have on our viewers and the larger society. For us, nothing comes above the support and aid to people and communities in the time of need.”
“Through these initiatives, our aim was to safeguard the health of the people, spread maximum awareness, create a positive societal impact, and most importantly, fulfill our long-standing commitment to deliver the best at all times,” Pandey adds.
