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TV channels gear up for Budget telecast

12-February-2001
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TV channels gear up for Budget telecast

Star News, Zee News, Aaj Tak, Sahara and Jain - all the major news TV channels have lined up special bulletins for the pre-Budget days, the Budget day and the post-Budget days.

Also, most of these channels have either tied up with companies or are in the process of finalising the deals for advertisements during this period. Although TV companies are superstitious about naming the companies who have bought ad slots on channels, they're bullish on garnering good ad revenues from the event.

The Budget bulletins on Zee News will have two main sponsors and four associate sponsors. The bookings on Zee will close within a week. The Star News sales team is also busy working out the modalities for the special ads. Aaj Tak even has companies sponsoring the graphic plates on the channel besides having sponsors and associate sponsors for the Budget. Similarly, Jain TV will have sponsors coinciding with its sectoral bulletins. Sahara TV is also working out an ad strategy for Budget.

Star will be banking on Prannoy Roy for all the main Budget bulletins from February 19 to March 3. The special Budget bulletins to be aired over this period on Star will include `Budget Matters', `Budget Battleground', `Market Update', `Budget and People', `Biggest Decision' and `Sawal Aap Ke', besides the live telecast of the Union Budget and the Railway Budget. The duration of these bulletins will be anything from four minutes to one hour each.

Zee News will be concentrating on programmes linked to individual consumers, particularly Assessee A and Assessee B. Giving a skip to the regular CII and FICCI views, Zee will look at the individual concerns. From February 24 to 27, Zee will air the pre-Budget bulletins titled `What I Want'. On the Budget Day (February 28), it will show `What I Got'. And on March 1, it will show the post-Budget analysis titled `How I Feel'.

Aaj Tak too will look at the Budget's impact on the common man.

Sahara TV, will do special Budget bulletins only on the Budget Day. Apart from airing the Budget presentation by the Finance Minister, Mr Yashwant Sinha, the channel will have discussions and reactions revolving around the event.

Jain TV is also determined to make it a consumer-centred affair. From February 26 to 28, the channel will look at the major Budget issues.

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