Monica Tata, COO, BTVi, tells exchange4media about the new channel, her plans and the partnership with Reuters giving it access to global events
What are the insights behind the #OpinionsThatCount campaign and objective of the new positioning?
This campaign represents the channel’s strong stand focusing on influencing the think-tank of our country, the trend-setters and key drivers of our economy. Through this campaign, BTVi continues to reach out to the recognised authorities in their fields, as their thoughts and opinions matter to the millions who follow them.
Give us an idea of the marketing spends allocated for it and also overall marketing of the new entity BTVi.
We have a reasonably high impact campaign planned out which will be covered on our own Network, Digital, Social Media, Print, Trade and Outdoor.
Does the Bloomberg legacy or hangover come in the way of your work?
No it does not. The strength of the channel is defined by the content and the editorial edge, which has been our core and we will continue to deliver most credible business news.
Tell us about your recent partnership with Reuters.
Together with Reuters, we are confident of strengthening our leadership position further by delivering more value to our increasingly sophisticated business audience through great business news content on a real-time basis. As the information consumption pattern changes rapidly, BTVi is expanding into the digital universe to reach an even larger audience. After many years of bringing Indian viewers content on business, the stock markets and the economy, BTVi is ushering in new content offerings for the business news space in India. With the partnership with Reuters, BTVi has access to coverage of global events like the US Election and Davos. We will also showcase some special feature shows relevant to the Indian audience such as Meet the Entrepreneur, Wheels of the World, among others.
What does BTVi offer advertisers that other business news channels don’t?
It’s not about comparing with others, what we as a platform have to offer to our clients is not only the influencer and the decision-maker audience, but brand solutions that will help build their brand and company value.
What are your priorities in the long and short term?
With the launch of our new campaign, we have been able to crystallise our channel’s brand identity. Our content strategy will continue its focus on influencers and will also provide global outlook for businesses. The new consumer wants an intelligent take on developments, delivered in the most intuitive yet dynamic form. To cater to this demand, BTVi will develop new show formats with prime focus on connecting directly with influencers.