Bloomberg UTV, a business news channel owned and operated by UTV in India, has decided to change its name to Bloomberg TV India. The new identity aims to establish a stronger position of the international partner, Bloomberg Television. The name change follows the recently released campaign named 'The Original Source', conceptualised by Triton communications.
The channel was launched in 2008 as UTVi by the film and television entrepreneur, Ronnie Screwvala. In 2009, it underwent a name change for the first time following a strategic partnership of the owner, UTV Multimedia with US-based broadcaster, Bloomberg Television.
Sriram Kilambi, president, Bloomberg TV India, says, "The objective is to position the channel as an organic extension of Bloomberg, the international financial news network and to establish Bloomberg TV India as distinctly different from competitive alternatives."
In 2009, the channel entered into a partnership with Bloomberg Television for content sourcing from over 145 international bureaus of Bloomberg.
In an official communiqué, Vivek Law, editor, Bloomberg TV India, says, "Bloomberg TV India will continue to mirror the highest standards of business journalism, which the Bloomberg brand has established globally. We are indeed proud to be a part of the news gathering heritage and will bring to our viewers business news the way the world knows it."
Bloomberg TV India recently unleashed a campaign to communicate the new positioning, 'The Original Source', where the creative substantiates the same with a distinct tone and brings it alive with a unique personality. The functional take away revolves around incisive information, useful knowledge and actionable wisdom. The emotional take away is intelligence for the intelligent.
In August 2011, the channel rebranded its website, bloombergutv.com as utvmoney.com.
For the record, in India, BCCL already partners with Reuters for Times Now and ET Now, while TV18 partners with CNBC for CNBC TV-18. NDTV Profit also involves an international partnership.