DNA, the brainchild of former Times of India marketing chief Pradeep Guha, is aimed at dethroning his old employer.
"It is for the first time that Times of India is facing the heat," DNA marketing director Suresh Balakrishnan says.
"The size and scale of DNA has scared the Times and it is already reacting by rapidly changing its content," he claims.
Industry sources claim DNA, a 50-50 joint venture between television group Zee and the Bhaskar group, is armed with a war chest of six billion rupees (US$140 million), including a pre-launch advertising budget of 600 million rupees.
RSS