Television

Guest Column: Innovation in the business news channel space in terms of coverage

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/10/12/Megha_Tata.jpg?itok=Bz6UuMlj

Business news genre has come a long way in the last 20 years of its existence in India and so has the business news coverage. It all started with covering stock markets and related news. However, I believe, there is business interest involved at the heart of almost every major event around the world. Be it a country deciding to invade another country or why the center of world cricket has shifted to England to Asia. In fact, most of these events impact stock markets, businesses and economies in some or the other way.

I see business news covering the business aspect of all of these in a more holistic way and not restricting itself to coverage of stock markets only. I also think that since many of us need to know about personal finance management, business news channels can educate masses about personal finance management as well and make us understand the basics of investing in stock markets. BTVI has a show called Financial Planner to address this concern. We also have a feature show called Aspire that covers business aspects of luxury, lifestyle and entertainment.

With important state elections coming and upcoming national election in India, we have upped the ante of our political coverage. In a vibrant and buoyant economy like ours, journalistic activism is critical and important. Knowing so, we have firmed up our investigative journalism over the last one year.

This holistic approach has yielded positive results for us as we lead the English business news genre post market hours and on weekends with viewership share of 41 per cent each.

Scope of a comparatively new news channel in the business genre.

At present, the entire business news genre depends heavily on stock market related content which remains largely the same on all channels. Though the content post market hours (4 pm onwards on Monday to Friday) and on weekends can differ, from the viewership, revenue and brand perception perspective, the market hours programming (8 am to 4 pm on Monday to Friday) is the key to success in this genre in its current format.

Besides, in the last couple of years, English business news genre has shrunk at all India level with average weekly viewership going down from 1009 GVTs in 2017 to 956 GVTs in 2018.  Even in terms of ad volumes, the FCT consumption has dropped by 15 per cent from 2017 to this year.

Considering all the factors mentioned above, I don’t see a scope of a new news TV channel in the English business genre space. However, regional is a completely different and interesting proposition to evaluate.

 How can a business news channel increase its reach & viewership

Well, there are traditional ways of ensuring OTS levels through distribution and marketing activities. But that’s not a sustainable way to function. The idea is for content and brands to reach out to the right TG. Why should that outreach be focussed on or limited to television platform? Why not on emerging digital platforms? In my opinion, expansion of digital footprints by existing brands is a way forward to increase the brand’s reach and awareness and translate part of that increased reach into television viewership.

For example: BTVI is now available on with its LIVE streaming Not only on Hotstar, Jio TV, Yupp TV  but also on trading apps like that of Axis Direct, Kotak Securities, IIFL Markets and HDFC Securities. This is the relevant audience and we have seen a huge upside on impressions by reaching to our audience through these platforms.

Source for all viewership data points: BARC India, TG:22+MalesAB, Market:6MegaCities+Guj1mn+, Period: Wk30-33 2018

(The author is the COO of BTVI. The views expressed are personal and Indiantelevision.com may not subscribe to them)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/42.jpg?itok=H64tMznd
5.1 mn viewers tuned in to watch Pravah Picture’s telecast of ‘Pawankhind’: Barc

Disney Star’s latest regional TV channel Pravah Picture, launched in May, is already setting records in the Marathi movie genre. The channel telecast the world television premiere (WTP) of period drama action film “Pawankhind” directed by Digpal Lanjekar on 19 June.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/39.jpg?itok=97jiToH2
Zee Telugu to premiere 'Mukkupudaka' on 11 July

Adding new content to its cutting-edge lineup of shows, Zee Telugu is all set to launch its new serial Mukkupudaka. Zee Telugu has always aimed at entertaining its audience with an array of unique fiction shows ranging from romantic tales to mythological and supernatural narratives as well as...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/05/33.jpg?itok=2o6hrpK3
WION rolls out outdoor campaign in domestic & international airport lounges

The Indian multinational news channel WION has launched a six-month-long campaign at the domestic and International airport lounges of Delhi, Mumbai, and Kolkata.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/04/ek-paudha.jpg?itok=MfjkZ2uk
Ek Paudha Zindagi Ke Liye - An Initiative By News Nation Network

World Environment Day is the most renowned day for environmental action. News Nation Network has always been committed to issues which matter to larger sections of society. Its dissemination of news is non-3opinionated, unbiased and covers the ground realitiesof diverse India. In pursuance of its...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/04/20.jpg?itok=J7LrcUyN
SPN obtains Delhi HC injunction order to protect copyright of India-England cricket series

Sony Pictures Networks (SPN) has obtained a Dynamic John Doe injunction order from the Delhi high court to prevent copyright infringement for the India-England international cricket series in July. This will protect SPN against unauthorised and illegal IP disclosure on the internet and other social...

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/16.jpg?itok=Ee09_NLl
Zee TV rolls out 360-degree campaign for its reality show DID Super Moms 3

Mumbai: Over the last three decades, Zee TV has been a pioneer in shaping the contours of reality television in India, introducing audiences to homegrown non-fiction formats like Sa Re Ga Ma Pa, Dance India Dance, and India’s Best Dramebaaz. These properties have not only emerged as immensely...

Television TV Shows Reality
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/15.jpg?itok=EryxtPo4
Colors Tamil is all set for the world television premiere of RK Nagar

Mumbai: Entertainment channel Colors Tamil has announced the world television premiere of "RK Nagar" on 3 July at 2:00 pm. An entertaining tale set in a world of crime is here to grapple audiences by exploring plots around politics, romance, and buckets of drama and humour.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/14.jpg?itok=SKlMlYyR
Zee Media CEO Sudhir Chaudhary quits to pursue entrepreneurial venture

News broadcaster Zee Media on Friday said its chief executive officer Sudhir Zee Media CEO Sudhir Chaudhary quits to pursue entrepreneurial venture.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/02/13.jpg?itok=SqQMuk0p
TCH 2022: Language no barrier to consume South content, only quality

Mumbai: The unending reservoir of talent emerging from the South across languages like Malayalam, Telugu, Tamil and Kannada indicates that language is no longer a barrier in the consumption of content, only quality. Experts discuss the implications of the South content market boom at Viacom18...

Television TV Channels Viewership