Top Story

e4m_logo.png

Home >> Media - TV >> Article

CNBC changes ad agency, beefs up programming

11-November-2002
Font Size   16
Share
CNBC changes ad agency, beefs up programming

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."

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO