NDTV Profit spruces weekend line-up

Business channels generally get their maximum viewership between 9am and 5pm on weekdays. But now the need has come to strengthen weekend positioning.

And that’s the strategy being adopted by NDTV Profit. Raj Nayak, CEO, NDTV Media, says, “The weekdays are the days for news; at the weekends, our programmes will concentrate on analysis.”

Starting May 6, the channel will add five new shows. 'Business Prime Time Weekend Edition' at 8pm on Saturdays and Sundays will provide a business round-up of the week. 'Profit This Week', starting May 7 at 9pm, will provide insights into the top business stories of the week.

The viewers will get a perspective of the Sensex and the Nifty with experts offering their insights in 'Street This Week' at 9pm, starting May 13. 'The Big Business Battles' will feature debates on business topics, from May 14, on Sundays at 11am and again at 8:30pm. 'Spin Doctors' will also feature a debate, but with a difference. The show, which is starting May 13, on Saturdays at 9:30pm and Sundays at 11:30am, will have two hosts, each supporting the guests on either side.

Nayak says, “The new shows are a result of the consumer research that NDTV conducted among its viewers. We want the channel to mature a bit with the new shows.”

He adds, “We are the only business channel that offers a lot of variety at the weekends. We are just plugging in the gaps with the introduction of programmes that are more analytical and that provide detailed round-ups. The new shows will help us to evolve as a business channel.”

Says Nayak, “We would want to establish these shows first and, according to the feedback we get, we will decide on our next step.”

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