Bloomberg UTV's Pulse roles out new division to up revenue potential

By Anindita Sarkar , afaqs!, Mumbai | In Media Publishing | June 08, 2011
The new division will work in the domain of conference and summits, wherein the objective will be to create customised events for the much targeted B2B market space.

In a bid to up its revenue growth, Bloomberg UTV has launched a fresh vertical under its non-traditional revenue generation outfit Pulse, which attempts to create customised brand solutions for its clients.

The new division will work in the domain of conference and summits, wherein the objective will be to create customised events for the much-targeted B2B market space.

Speaking to afaqs!, Deepak Lamba, business head, Bloomberg UTV, says, "We will focus on creating IP projects. The key is to craft the right kind of content and create the right platforms so as to reach out to the right audience set."

Currently, Pulse contributes approximately 30 per cent of the total revenues generated at Bloomberg UTV, and with the new addition, Lamba expects the share to go up to 50 per cent by the year-end.

"With this specialised division, the margins should grow by about 50 per cent, if not more," he says.

The division will initiate its first project in August this year, in the infrastructure space. Apart from this sector, the other areas of concentration will be small and medium enterprises and international trade.

"We are industry agnostic, and we will leverage our various platforms, our access, our brand, to grow this vertical and thus our client count," says Lamba.

The vertical will be headed by Sunita Quadros, who will report to Siddharth Narula, senior vice-president, Pulse. The team will comprise 15 people.

Meanwhile, Bloomberg UTV plans to expand its television advertiser base to 150 (from the current 85) by the end of this fiscal year through innovative content across a variety of non-news formats.

The channel plans to launch six new non-news formats in the next one year. The first from the lot will be the new reality property, Game Changers, which will be unveiled on June 10. The show makes an attempt to give an insider's perspective on the business and media leaders who climbed to the top. The original documentary series profiles personalities who have re-defined technology, finance, politics and culture for our time.

In the meantime, the second season of Pitch will be launched by June-end, while Assignment 2 will be unveiled in the second half of the year.

Lamba adds, "The 30-second spot phenomenon is steadily diminishing in value. Therefore, it is essential to create formats that can weave into them the promise of the various advertising categories through the narratives. This, thereby, not only creates relevance for the clients, but gives our revenue potential an exponential push."

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