Destination next for NDTV: A business news channel

NDTV is planning to launch a full-fledged business news channel, as per industry sources.

And, to test the waters, NDTV 24X7 has launched seven hours of business news programming between 9 am and 4 pm on weekdays.

Explaining the rationale behind launching seven hours of business programming, channel executives say, "NDTV 24X7 has 70-75 per cent viewership in mornings and evenings. It was during the day when CNBC TV 18 took the lead in terms of viewership among the English channels. In order to increase viewership during the day, the channel initiated this programming strategy which includes business as well as news."

During the day, news channels are essentially watched by two kinds of viewers. Either those who are at home, or those dealing in the financial sector or the stock market. In fact, the latter contributes a major part of the news channels' viewership during the day. This is also the reason why the viewership in business news channels goes up during the day.

For the viewers in business, NDTV 24X7 presents hardcore stock market or finance-related news during the 9 am-4 pm slot. In case of some major non-finance related development, the channel switches to general news bulletin in between.

Presently, business programming on the NDTV 24X7 has been divided into different time slots. The programme starts with a show called 'Countdown' at 9 am which takes the viewers through all the crucial elements like the overnight trading in the US markets, early morning indicators from the Asian markets and the expectations from the Indian market on a day-to-day basis.

The show also identifies the broad trends, which are likely to be witnessed, important events to watch out for, and money-making stocks to be tracked.

At 9.55 am, the channel has a show called 'Opening Moves', which gives the viewers an uninterrupted commentary of the opening market session without a break The show also ensures that the viewers are up to date with the latest corporate event, which could impact a stock.

'Buy or Sell' is the show at 11 am for middle-class investors, who call from across geographical locations, to get updates and views from guests and analysts.

At noon, the NDTV 24X7 airs bulletin which is a mix of both political and business capsule, an area of interest for a general investor in a normal household. The show called 'Trends @ 12' travels across the country to identify important events and how that could impact business and the stockmarket sentiment.

'Moneywise', which comes next, is a 30 minute-programme, providing complete solution for those looking for advice on their investment decisions ranging from stocks to mutual funds to buying insurance, houses, car loans, and also on which cars to buy. The programme is aired at 12.30 pm.

At 1 pm, the channel airs a show called 'Power Lunch', where either a political leader talks about a new economic policy, or a CEO shares his plans. The show is also interspersed seamlessly with regular news updates.

In the last one hour, the channel has a show called 'The Factor' which determines how the day's top political news has impacted the financial market. It's the time when the markets decide, if the stocks could actually hold out any negative news or sustain the positive developments that started in the morning.

The test marketing for the business programming has scored well for the channel.

As per TAM Media Research, in the week between August 9-13, NDTV 24X7 got a channel share of 39 per cent among the the English news channel in the time slot 9 am - 4 pm, surpassing CNBC TV 18 which managed a channel share of 31.7 per cent.

The advertisers' response towards this business programming has been very exciting for the channel. Brands and companies such as Nokia, IndiaBulls, Tata AIG, Samsung, Shoppers Stop, Hutch, Titan, Standard Chartered Bank and Ford have advertised with the channel during the 4-9 time slot. © 2004 agencyfaqs!