KOLKATA: News channels across the country are gearing up for one of the biggest events of the country – the Lok Sabha elections – and that’s the reason even the 24-hour Bengali news channel, Northeast Bangla has made changes in its overall look and feel. Two weeks ago, the channel switched to a new name – Focus Bangla – with an aim to reach more viewers in the region. It has also changed its logo with a promise to be “focused” in presenting unbiased news and create better impact.

The channel, with 150 employees on-board, is strengthening its position and is also recruiting more people in order to cover all the aspects of news, current affairs and the upcoming elections to make a mark in the region.

The new logo, unlike the old one which was simple and straightforward, is very symbolic – just a box with a red outline – bringing across the message that the channel has a “focused” approach.

The seriousness to create an impact on its audience is evident from the fact that the channel is even planning to move to a bigger studio at Topsia Road very soon.

“With the right team and the right programmes, we are now poised to execute on the near-term opportunities that will provide the foundation for our future growth and success,” says Focus Bangla editor-in-chief Biswa Majumdar.

Few years ago, the channel had created its own space with shows such as Khas Khabar. However, with the emergence of newer channels presenting better programmes, it soon lost its sheen.

However, in September 2013, NE Bangla inducted veteran journalist Biswa Majumdar, who was helming the operations of Kolkata TV, as the editor-in-chief. Majumdar is now set to bring on “impactful news” and interviews of big shots from the political arena to take the news broadcasting and entertainment network to another level.

Apart from the Khabar Aajke segment, the channel will have a separate Bollywood entertainment section and also a segment on health – Doctor Online.

To get a grip over the audience, the channel needs to work on its programming, believe media analysts. “It will all depend on the content of the programme and how biased they are towards parties and how different they can be from others in the fray,” he remarks.