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CNBC TV 18 to showcase ‘Heart of Business’ from October 13

CNBC TV 18 to showcase ‘Heart of Business’ from October 13

Author | Sumita Patra | Monday, Sep 25,2006 8:49 AM

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CNBC TV 18 to showcase ‘Heart of Business’ from October 13

CNBC TV 18, is gearing up to present a new show called ‘Heart of Business’ from October 13 at 7 pm. Skewed towards corporate social responsibility, the 30-minute series will travel from the metros to the heart of rural India, meeting the business institutions and individuals making a difference to the lives of the underprivileged.

The show will follow a documentary style format shot in the interiors of India, featuring pan India projects and initiatives of some of the biggest names in corporate India, from Infosys, Wipro, Microsoft, AV Birla Group, Tatas, ITC, to Accenture, Philips, Dr Reddy’s, and Satyam Computer Services. The show will make an attempt to learn how best they use resources for wider and sustainable social change. The series will showcase real life stories of how India Inc has changed the lives of thousands of Indians.

The stories will be case study driven to actually show the viewers how these projects have impacted the lives of people in rural India. To be anchored by Shereen Bhan, the show will largely focus on projects dealing with education, healthcare and sustainable development.

“Our effort is to explore the socialist side of capitalist business and understand how companies are shifting to the triple bottom line philosophy,” said Deepa Bhavnani, Assistant General Manager-Marketing, CNBC TV 18.

Bhavnani further said, “In light of the recent developments which highlight the need for a social conscience in business, such as the reservations in the private sector, affirmative action and the growing importance of CSR, it was essential to showcase whether corporate India was rising up to these issues and making genuine efforts in this direction. This show aims at delving into this reality. It brings to the forefront what Indian corporate houses are doing to give back to society.”

The promotions for the show will commence from next week onwards. ‘Heart of Business’ will be promoted across the network along with word of mouth publicity. There will be print ads too. The channel isn’t contemplating to use outdoors for the promotions. “The nature of the show is such that it does not require mass marketing,” felt Bhavnani.

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