CNBC''s latest offering is a show called ''Young Turks''. Being aired from the 11th of June, the show acknowledges the emergence of a new generation of leaders and managers who are reshaping the way business is done. And this time CNBC is going a step further to target a new set of audience.
Says Haresh Chawla, Chief Executive, TV18, "CNBC India has always catered to a sophisticated ''Super SEC A'' audience belonging to the corporate and business community, as well as a large contingent of investors cutting across regions in India. Our programming endeavors to fulfill our viewers'' aspirations for success in their business decisions, corporate careers and investments. Young Turks is another step in that direction. Apart from the core CNBC audience of urban upwardly mobile 25+ SEC A, this show is also bound to attract a younger audience (16-25 age group) from the same socio economic strata, because it mirrors their aspirations and also because the guests on the show would be people youngsters would automatically relate to."
Via ''Young Turks'', CNBC will delve into personalities like the famed hotelier, Sanjay Narang, who changed the culinary landscape of Mumbai through restaurants like ''Just Round The Corner'' and ''Dosa Diner'' and Rajiv Pratap Rudy, Minister of State, Industry and Commerce, who at the age of 40 is one of the youngest candidates to hold this powerful post.
Now that the channel has divided its core offering into hardcore financial news, analysis, and also ''magazine programmes'' lately, it is adding on to it''s programming by doing more ''specials'' for its viewers.
The Cannes festival, which is soon to premier on the 16th of June, will be covered in a 2 series episode on Storyboard, CNBC''s news magazine. The first part, which will be telecast on the 19th of June, will take a look at the half a decade long history of this award, while the second part on the 26th of June, will feature this year''s creative geniuses and the big ideas that won them the awards. A crew of three members from CNBC India''s editorial team will fly down to Cannes to cover the event.
CNBC in the past has done quite a few special episodes. The live telecast of RIL''s presentation of its corporate results, coverage of the Union Budget and Credit policy have been some of the recent specials that they have done. The latest special was the ''Quarterly Auto Review'', aired on the 7th and 8th of June.
However, the Cannes festival coverage would call for considerable investment from CNBC. Responds Chawla, "As far as the level of investment for specials goes, this is hardly a first for CNBC. It has taken the same kind of investment to do our other specials. Moreover, as a premier business channel, there are quite a few events in our sphere of programming that we would be ill advised to ignore. Storyboard is one of our top-ranking shows. It would only fair for loyal Storyboard viewers to expect that we bring Storyboard''s special brand of coverage of what is considered the Oscars of the advertising world."
Also being launched is a new section of sports called ''Sports Update'', aimed to give CNBC''s viewers a daily dose of sports update. With sponsors like Ford Mondeo for ''Trendmill'' and ''Young Turfs'', and ''Standard Chartered'' for ''Global Market Wrap'', CNBC expects quite a few advertisers in the near future from all the shows that are in the pipeline.
Comments Chawla, "In the last couple of years, it has been one of CNBC''s chief objectives to evolve a robust feedback system to gauge viewer preferences. Viewer feedback has played a very important role in the way our programming has evolved. The rationale is simple: meet the viewer''s special needs and the advertising will follow - quality begets quality. And you''ll see this philosophy pervade our programming as well as the kind of advertisers that you see on CNBC."
If its something that CNBC''s understood well, it''s the niche it targets. The ticker at the bottom covering the stock market live, one at the side covering all stock markets from the opening trade to the closing quote, news bulletins and corporate result exclusives in the rest of the screen makes some believe that the CNBC screen suffers from an information overdose. But for those that the channel targets, it''s exactly what they want. And with new shows and specials up its sleeve, CNBC is bound to make its audience happier. A new season begins at CNBC!