Mr. Scott Goodfellow, CEO of CNBC Asia-Pacific has always been bullish about the prospects of CNBC in India, along with the Asia-Pacific region. For him, CNBC India is special. So caught up is this CEO with the present focus areas of CNBC India, that he brushed aside any possibility of diversifying into other programming spheres.
For him, CNBC India is special. "India’s right up there, with the best in the world." Goodfellow has been involved in the distribution, marketing and programming of Dow Jones & Co in Asia since 1994 and with CNBC Asia since 1998. All this experience has made this guy take a particular liking for the positioning of CNBC in India.
Goodfellow points out that CNBC’s positioning is a different ball game compared with the general news channels in India.
He adds that CNBC India has a more refined audience than that of the other news channels due it’s focus on capital market news. Citing the pouring response to the call-in shows on CNBC, Goodfellow says CNBC India works with a very strong response-driven programming model. So caught up is this CEO with the present focus areas of CNBC India, that he brushed aside any possibility of diversifying into other programming spheres.
All he said was that all new investments by the channel will be routed towards improving the existing programming. "Content will be consolidated," he says. He, however, added that the channel will operate with a bi-lingual strategy, both English and Hindi programming.
Surprisingly, with all that he had to say for CNBC India, it’s not only CNBC India which has impressed him. According to him, the other Indian news networks are also as good as anywhere else, in the US, European or the East Asian markets.
According to him, the Indian market is fiercely competitive and like all other markets globally, a news channel model is difficult one to sustain.
Goodfellow has found the last 14 months of CNBC India’s existence in tune with CNBC’s goals and the Indian market conditions. His mission to India, he says, is to get a better sense of the ground realities facing his team and to construe the competition here.