CNN 'connects' to India's GenNext

NEW DELHI: With one out of 12 people in the world being a young Indian below 25 years of age, CNN found the Indian GenNext the appropriate choice of subject for the latest edition of "Eye on India", the international news channel?s senior vice president Rena Golden announced today.The staggering growth and influence of India?s youth population has the potential to power the country?s vibrant economy to new heights in the coming decade, Golden told a press conference.

Golden announced that beginning 18 March, CNN?s week-long Eye on India: Generation Next will centre on this powerful youth demographic and will provide CNN?s global audiences a comprehensive look at the country?s youth.

Said Golden, "More than half a billion people under the age of 25 or one in twelve people in the world is a young Indian. They are a potent economic and cultural resource on the world stage and CNN will aim to offer viewers a unique perspective and a greater understanding of this demographic."

She added, "I am delighted that we have CNN-IBN as our partners in this landmark programming initiative. Together, the CNN and CNN-IBN newsgathering resources will deliver exclusive coverage of the Indian youth and their changing attitudes and values to CNN?s audiences in more than 200 countries around the world."

There will be a series of programmes, and some of them promise to be stunning: an interactive discussion - in the setting of Delhi?s Purana Qila (Old Fort) on issues of marriage, homosexuality, caste, love: India style, etc, with some of the most prominent young Indian leaders from various fields is not something one sees every now and then.

Also stunning could be the Talk Asia programmes featuring young filmmaker Karan Johar and Ekta Kapoor, whom CNN called the "Indian TV Mogul". Johar will be there on CNN on 17 March ( 6.00 am and 9.30 pm) as well as 18 March (7.00 am 7.30 pm)

Ekta Kapoor?s interview will be aired on 24 and 25 March at the same timings as Johar?s. Kapoor will be touring live sets with CNN?s Anjali Rao, discussing her role as a young businesswoman in India.

The interactive sessions will be divided into four debate themes: Power of Youth; Love - India Style; The Caste Challenge; and India Pride, Rajdeep Sardesai informed.

Rajdeep Sardesai, editor-in-chief, CNN-IBN, said: "India is today 60 years young? in this 60th year of independence, we at CNN-IBN are proud and privileged to be associated with CNN.

"The collaboration of India?s number one English news channel with the world news leader is a natural fit, and we hope that the Eye on India series will provide an opportunity to showcase a rising nation to the world.

"Both CNN and CNN-IBN have a commitment to quality and journalism, and we will aim to strengthen this partnership."

The Eye on India week will kick off with "CNN Connects: India?s Generation Next" on Sunday, March 18, at 7.30 pm, an hour-long programme co-produced with CNN-IBN, and anchored by Sardesai and Rajpal.

The programme will feature a distinguished panel of young Indian celebrities, business leaders and commentators, and an audience of over 100 young Indians.

There will be actor Rahul Bose, Vasundhara Das (actress and singer), Vikram Akula (SKS Microfinance), Anupam Mittal (CEO of People Group - Shaadi.com) and Omar Abdullah (Member of Parliament).

Through the week, CNN and CNN-IBN teams will report from various locations around India for World News Asia (16:30 hrs IST/18:30 hrs IST) and CNN Today (10:30 hrs IST-13:30 hrs IST), expanding on the themes explored on CNN Connects: India?s Generation Next and other issues such as Youth and Religion, Growing Up Gay/Traditional Values.

CNN?s anchors and correspondents including Satinder Bindra, Seth Doane, Mallika Kapur, Anjali Rao and Monita Rajpal, supported by CNN-IBN?s Suhasini Haidar, Vidya Shankar Aiyar, Sagarika Ghose, Smitha Nair, Anubha Bhonsle, Paromita Chatterjee among others will report and showcase a series of specially produced packages from across India.

The reports will cover a wide range of topics including religion, education, homosexuality, arranged marriages, youth icons, reservation, etc.

The week?s programming will also include results from a survey, conducted by CNN-IBN and the Centre for the Study of Developing Societies (CSDS). Organised by age, the survey was commissioned to find out attitudes on issues, relevant to Indian youth.

In India, "Eye on India: Generation Next" will be promoted extensively through an aggressive, 360 degree marketing campaign, a press statement from CNN added.

"Aimed at generating awareness and drive appointment viewing, the campaign will include a comprehensive mix of trade and consumer advertising both in print and online, promotional television spots on CNN?s Asia Pacific and Europe/Middle East/Africa feeds, online consumer contests, etc.," it said.

In a unique marketing roadshow activity called ?Express Yourself?, CNN branded vehicles will travel around Delhi, Mumbai and Bangalore, encouraging youth to express their views on issues relevant to them.

To make the week further interactive, viewers from around the world can submit their stories, photographs and videos capturing their impressions on India to CNN?s innovative i-Report. For details, viewers can log on to www.cnn.com/eyeonindia/.

Eye on India is sponsored by Aditya Birla Group, Kirloskar Group, ITC Welcomgroup Hotels and Tata Consultancy Services.