CNBC, in an attempt to establish itself as a wide based business channel in the mind of the Indian viewers, has decided to revamp its programming and promotions. Working in the same direction, it has severed its ties with its advertising agency TBWA Anthem, ostensibly to get more control on its promotion and advertising strategy. Interestingly, a few creative people from the agency have joined the channel to handle its advertising and promotions. Says Gautam Chattwal, the channel spokesperson, "We were quite happy with the agency's performance. We just wanted to be quicker and more in control, and hence, have decided to create our advertising internally."
Meanwhile, the channel is also sprucing up its programming in an obvious attempt to break free from the tag of being a niche business channel. It is in the process of launching a number of new programmes. According to industry reports, the channel is gearing up to meet the competition likely to spurt in the first quarter of the next year due to the launch of various news channels. However, Chattwal denies that it's a reactive strategy. Says he, "Since last six months or so, we are making a conscious effort to reach a wider target group. Earlier you tuned in to CNBC to watch business news, now there are programmes on the channel, which caters to the business aspect of various fields, for instance entertainment, fashion and advertising. We have also introduced programmes catering to the executives' health".
The channel hopes to get the viewers to spend more time with it, and also increase the frequency of visits by making its programming more entertaining and informative. Starting 14th November, it would launch Appointment series, where well known personalities of the corporate world will be interviewed by Raghav Behl.
When asked if the new strategy had enhanced the channel's performance in terms of TRPs, said Chattwal, "We, to a large extent, cater to out of home (OOH) viewing audience - and hence TRPs are not the right criteria to judge the performance of our channel. Besides, they are also not the type of people who would allow People Meters to be installed in their homes."