‘Serious business’ minus ‘serious look’ for Zee Business from Nov. 30

‘Serious business’ minus ‘serious look’ for Zee Business from Nov. 30

Author | exchange4media News Service | Saturday, Nov 20,2004 8:25 AM

‘Serious business’ minus ‘serious look’ for Zee Business from Nov. 30

Zee News India Limited will have a soft launch of its Hindi business channel, Zee Business, on November 30. “The full-fledged launch will happen on January 1,” said Laxmi Narain Goel, Director-News Group. “The channel launch will be followed by a promotional campaign and the strategy is being chalked out by the marketing team,” he said.

Goel said, “It is going to be business information in a simplified format and will cater to people from all walks of life.” The channel’s positioning is distinct: Aapka Faayda - meaning profit, gains and money for the viewer. The channel will be positioned as a personal finance channel.

“We are trying to break the serious look of a business channel. Ours is going to be friendlier, interactive and something that everybody would like to see. Also, unlike other channels that are full of graphics and data, we are consciously making it clutter-free,” said Samir Ahluwalia, Business Editor, Zee News.

Ahluwalia informed, “There is a ready infrastructure and a nationwide network of bureaus already in place. Our connectivity will be accessible to even small towns and cities. Zee Turner will distribute the channel.”

Asked about the programme line-up, Ahluwalia said, “Our TG is 15 plus but we have something for everybody. The channel will cater to the financial needs of an entrepreneur, a college-goer, farmer or a housewife. So all our shows will be about creating new businesses within business.”

Interestingly, the channel has taken into consideration the large rural population and created programmes for them. “We believe that the rural segment is highly ignored and sadly the only programme that comes to mind when you think of farmers is Krishidarshan. We wanted a programme that is far more interactive, which is the reason why we came up with interactive agriculture news bulletin. In this, we will have sections like weather bulletins especially for farmers,” Ahluwalia said.

“There are also programmes for setting up small businesses and on cutting-edge technologies. Then there are news bulletins on sports, foreign affairs and the top news of the day,” he added.

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