Sauda Aapka tries to empower investors in turbulent times

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | November 10, 2008
CNBC Awaaz hopes to touch base with its viewers with the initiative


Awaaz is doing its bit to soothe frayed nerves at a time when the global economy is in trouble and major world economies are staring at a slowdown. Taking a step forward, the business channel has decided to go from reel to real.

The channel has launched investment forums called Sauda Aapka for the public. The week long events get local residents together for discussions and interactive sessions with experts, offering advice from the best names in the financial and investment sectors.

The first round of the initiative will cover Delhi and Mumbai. The first phase covered places such as Delhi, Noida and Faridabad. The panel discussions, debates and interactive sessions are being recorded and aired live as a programme called Sauda Aapka.

The next destination for the investment forum is Mumbai. Speaking to afaqs!, Neel Chowdhury, vice-president, CNBC Awaaz, says, "Sauda Aapka is an out and out editorial driven initiative. The idea is to empower people by reaching out to them directly. The one to one interaction between industry experts and consumers is an effort to reach out and ease anxieties, given the bad times that the markets are going through."

According to Chowdhury, the audience comprises people who have been directly affected by the world recession and those who wish to know what to do to safeguard personal interests.

Some of the financial and investment experts associated with Sauda Aapka are Ashwani Gujral, technical analyst,; Sanjeev Agrawal, head, equity, Globe Capital Market Ltd; Ashu Madan, national head, Religare Securities Ltd; Gajendra Nagpal, founder and chief executive officer, Unicon Investment Solutions; and Sudharshan Sukhani, president, Technical Trends.

Chowdhury claims that the Delhi round was a success, with a huge number of local residents turning up for the interactive sessions and enthusiastically raising queries related to the stock market and other investment options. The on-air show also resulted in a large number of phone-ins for the channel.

The large scale advertising and marketing of the initiative has contributed to the success and popularity of the show. CNBC Awaaz ran print ads in Business Standard and other papers such as Mid-Day. To spread the word in trade circles, it sent out mailers listing the details of the programmes to be held at various places. Banners for Sauda Aapka have been running on websites such as The initiative is also being promoted heavily on the channel.

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