Television

CNBC India goes soft on features for women viewers

MUMBAI: The content remains serious business as usual, but TV18 is slowly including the woman executive in its purview as well.

From lighter weekend programming to segments within shows that target the working SEC AB+ female, TV 18 could shortly be making a show that caters mainly to the fairer gender. As with other niche channels that have discovered that the female TG is one that cannot be forgotten, CNBC India too, is discovering the viewing pattern and might of women.

TV18 executive director Vandana Malik says with CNBC broadening the scope of content to include serious topics albeit in a lighter vein, it is now focusing on a wider target audience as well. The channel recently devoted a four part series on women’s fitness in the weekend Good Life show. While the Sunday Brunch slot also tries to move away from the decidedly executive male TG the channel targets on weekdays, the popular Trendmill also includes a gourmet section now, points out Malik.

Most of the features on CNBC India currently have a weekday run with a weekend repeat in order to cater to a diverse viewer profile. While TV18 has been the forerunner of anchor based and talk shows like Nikki Tonight on Star Plus and reality shows like Bhanwar on Sahara, Malik, feels that the soap genre is here to stay.

It could be one of the reasons why the content provider is currently not visible on any of the satellite channels it earlier catered to. Malik says that although content on CNBC would never go ‘soft’ as the core competency of the channel would remain hard business news during trading hours, the scope of lighter features that could include the younger generation along with working women would definitely increase.

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