The business news channel, BlombergUTV is gearing up for changes on the programming front. It is looking to shift its focus from just stock market followers to a wider audience.
Sharing details about the programming changes on the cards and the accompanying campaign, MK Anand, chief executive officer, UTV Global Broadcasting, says, "Early this year, we conducted a survey in Delhi, Kolkata and Ahmadabad, covering SEC A, B 25+ audience. Our findings revealed that only 9 per cent of business channel viewers had invested in the stock market. This survey established the need for us to shift our focus to generating content for the rest of the 91 per cent audience, which does not have their own portfolio."
Regarding the advertising campaign, Agnello Dias, co-founder and chief creative officer, TapRoot India, says, "Our thought was very clear -- to highlight the category and consumer truths within the existing business news environment. And then to bring out the brand idea of BloombergUTV being the only "Blunt and Sharp" offering in the space."
He adds, "In the new avatar presented by this communication, the brand stands out as intelligent, not clever; bold yet understated. The main effort is to expand the relevance of the business news genre, and to build BloombergUTV's approach of delivering the long-awaited business virtues of clarity, lucid knowledge and usability."
The campaign is skewed towards metros, and prints ads are being carried out in publications such as The Times of India and Hindustan Times. When it comes to OOH, BloombergUTV has used the new terminal, which has recently come up at Mumbai Airport, for branding.