CNBC TV-18's Hindi consumer news channel 'Awaaz' is finding its footing in the business news market and in the latest TAM week it takes the top slot in business news channels. Divulging on the strategy, CNBC TV-18 officials said that both channels have a role to perform -- where 'Awaaz' will play the ratings game, CNBC TV-18 would be the influence channel for the business trade.
Looking at numbers for 'Awaaz', TAM Media research shows that in the Hindi speaking market for the C&S ABC 15+, the channel has steadily risen from the 0.03 percentage to first come at Zee Business' level in week 8 at 0.06. From there on, in the following weeks, the channel has increased its share to come to a 0.2 in the latest week of TAM (week 13). The other business channels in this week are a step lower, where in CNBC TV-18 is at 0.19 and NDTV Profit is at 0.15.
Elaborating some more on the strategy, Sai Kumar, VP, Sales and Marketing, TV-18 says that where CNBC TV-18 is clearly competing with English news channels like NDTV 24x7, Awaaz would be competing with business news channels like NDTV Profit and Zee Business.
"You must understand that CNBC TV-18 is playing the role of a premium, influence channel,” Kumar expresses, “The strategy is that Awaaz will fight the numbers war. The target is first to be bigger than Hindi business news channels like NDTV Profit and then take the next tier that is closest to Awaaz’ kind of content, which is Hindi new channels."
He explains that given that the content of Awaaz is consumer news, the next level of competition would be with the Hindi news channels and hence these kinds of targets for Awaaz. Another attribute that he brings to fore is the fact that so far, Awaaz' connectivity is still getting optimised, where in one market has to be cracked, "Once that happens the numbers will rise further."
Awaaz has quite a few announcements to make as far as its content is concerned as well. The channel is launching a slew of new programmes. "As I said we are well placed in terms of connectivity now and hence it makes to bring in the new offerings. One thing that we have consciously kept in mind is that unlike other business news channels, we will stick to business news and not get in general entertainment news," said Kumar.
Among the new shows to be launched this month on Awaaz are 'Tax Guru,' 'Jiyo Zindagi,' a weekly health and lifestyle show, 'Chalti Ka Nam Gadi' another weekly guide to the world of automobiles, 'Glamour Bazaar' - a weekly update on burgeoning entertainment business and 'Parda faash', a white-collar crime show that tracks economic/corporate crime and violation of consumer rights, and others.
CNBC TV-18, with both its channels is very clear on how the business news war is going to pan out in days to come. This is one segment that many in the industry are watching out for and given the content of these channels and the power of the players, it may not even be possible to have a clear leader presently. It only means that the players will have to keep trying harder - whether it distribution or content.