CNBC TV18 revamps evening slots

By , agencyfaqs! | In Advertising | February 01, 2006
The 8-11 pm band programming has been revamped, keeping in mind the changing viewership pattern

CNBC TV18 has joined & #BANNER1 & # the revamp bandwagon to introduce some new evening line-ups for its business channel.

Ajay Chacko, marketing head, CNBC, says, "The 8-11 pm band programming has been revamped, keeping in mind the changing viewership pattern, which is getting fragmented. So, we've come up with a crisper version of the news that was being telecast. The shows are based on an international format."

The 8-9 pm show will be called 'Business Center'. Chacko explains, "It is not a boring, one-hour news show. It will have six to seven different segments with each one being hosted by a different anchor dealing with a different issue." 'India Business Hour' has been retained for the 9-10 pm slot with minor changes such as introduction of new-age segments, but related to deeper corporate issues.

Raghav Bahl will host a new show at 10 pm called 'Nation's Business', which will provide a holistic view of political decisions and public policy. 'India Tonight', hosted by Karan Thapar, has been pushed back to the 10:30 pm slot from the original 10 pm.

But is CNBC planning to regain or improve its TVRs with this new line-up? Chacko claims, "TVRs have never been a benchmark for us. In any case, it would not be above 1-1.5. We keep researching across the country and the improvements in our programming are based only on our research."

The channel has been promoting its new line-up in association with CNN-IBN. There has also been a tie-up with print media across the country. Chacko believes that the programming does not require high-decibel marketing.

CNBC will host a Emerging India Award this year in association with ICRA. The channel has got a phenomenal response of about 15,000 entries for the award. Staying ahead of times is sure a business for CNBC TV18.

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