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TV 18: Revolutionizing business news… - Views on News from Equitymaster
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  • Oct 15, 2007

    TV 18: Revolutionizing business news…

    TV18 is a part of the Network 18 group that has interests in business broadcasting, general news broadcasting, personal finance portals, home shopping network and a film production business. The Network 18 group is the India partner for two of the world’s largest media conglomerates – CNBC – a subsidiary of NBC Universal – a US$ 13 bn company – and CNN – a subsidiary of Time Warner – the world’s largest media conglomerate. Raghav Bahl and Sanjay Ray Chaudhuri, both of whom started their careers in the state run broadcaster, Doordarshan, founded TV 18 in 1993 for producing content for general entertainment and news channels. In 1996, TV 18 entered a joint venture with Asia Business News (ABNi), India’s first dedicated 24- hour business news and information channel. In 1997, the venture suffered a setback as ABNi closed following the worldwide merger of ABN with CNBC.CNBC, however, chose TV 18 as the preferred partner of the succeeding entity.

    In the following series of articles we shall trace the business dynamics of the various segments of the company and the growth prospects and challenges in the same.

    Company’s businesses:

    In this article we shall concentrate of two of the company’s cash cows or most popular segments; that are CNBC TV18 and CNBC Awaz.

    CNBC TV 18
    CNBC TV 18 is a joint venture between CNBC and TV 18. CNBC-TV18 is India’s most popular business news channel. It was the first channel to broadcast business news in India. The channel provides live coverage of Indian stock markets between 9 am and 4 pm. It also provides coverage of foreign markets during the night, in collaboration with CNBC. The channel provides corporate news, financial markets coverage, perspectives on investing and management. The channel’s viewership has not only been better than general English News channels, but it is also better than the leading print dailies. There are currently around 7 m demat accounts in the Indian stock market. Even if we assume two to three accounts per household, that would imply 2 to3 m homes investing in the stock market, which is a committed audience for CNBC TV18. Over the years the channel has widened its coverage beyond stock markets to include features, events, commodities, interviews and fine arts. This would help in increasing its viewership base and protect its TRP ratings in the case of a stock market downturn. More than 400 brands advertised on the channel. Advertisers from diverse sectors such as banking and finance, consumer durables, FMCG’s, automobiles, telecom, lifestyles, technology advertise on CNBC TV 18.

    CNBC-TV18 with its live business and markets coverage between 9 am to 4 pm has redefined the conventional definition of primetime to include daytime. CNBC-TV18 is the leader in the 9 am to 4 pm belt and has higher viewership than Hindi news and English movie channels. Besides this the channel has a significant out of the home audience, which is not reflected, in the viewership ratings collected by TAM media. Among business channels it clearly dominates with a market share of 44%.

    The market share of different business news channels:

    CNBC Awaaz
    ‘CNBC Awaaz’ is a consumer news television channel launched in January 2005. CNBC Awaaz targets the Indian consumers to provide information on areas such as consumer products and services, investments, consumer rights, setting up businesses, etc. 'CNBC Awaaz’ programming includes various investing verticals such as equities and commodities to shopping trends, new launches, financial planning, personal taxation. Its focus on consumers, retail investors and small businessmen has helped the channel triple India's business audience from 10 m to over 43 m. It is very popular among the Hindi speaking population.

    TVR is a broad measure of viewership, which is complied by the media rating agency TAM.

    In the next article we shall provide an overview of the other businesses of the company.



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