ET Now, launched during the slowdown period in 2009, has completed one year of its operations. The business news channel today claims to have a 22 per cent share of the market in six metros across India.
Speaking on ET Now’s first anniversary, Sunil Lulla, CEO, Times Global Broadcasting Company Ltd (TGBCL), said, “It feels great to be one year young. The journey has been exciting so far. We were launched at a challenging time, but have weathered comfortably. The biggest names in the world of business and markets have been on our channel, we have broken news on the channel that has moved the markets and we have provided tips on buy, sell and holds, so that the investor and trader was able to make informed decisions on his investments.”
Explaining the growth of the brand in the year that was, Lulla said that their content strategy was the reason behind their early success. “ET Now has two types of programming. The morning time band is related to market news and expert views, buy, sell and hold tips so that the viewer gets the most relevant stocks information. The evening band comprises analysis of the day’s trades, relevant global cues, interviews with the movers and shakers of Indian and world business, and lighter feature stories which interest the business community. This has helped in engaging the business viewer to ET Now and we have actually helped in growing the market by 25 per cent.”
Adding to Lulla’s explanation on how content played a crucial role in getting a hold of the market share and discussing the road ahead, Andy Mukherjee, Executive Director, ET Now, said, “While at an overall level we will focus on the morning market hours and the evening business hours as separate segments, we are a news channel and news necessitates constant change. We keep our ears to the ground and as and when required, we will make changes in the channel that the viewers would appreciate and gain from.”
The TG becomes niche and very focused when it comes to launching a business channel. When asked about the key areas that were kept in mind while coming up with ET Now, Neeti Chopra, Brand Director, ET & ET Now, replied, “ET Now has come with the Economic Times heritage, India’s biggest and most influential newspaper. We wanted to leverage the strength of ET with its 200 reporter base and strength in analysis to provide the viewer news beyond the ticker, in-depth analysis and news that would enable them to be better informed and to be able to make the right investment decisions.”
Chopra also felt that the brand had been able to make its mark in the first year itself and it was something to be proud of. “In a year if we are the No. 1 channel in markets like Delhi, Chennai and Hyderabad, and No. 2 in most other markets, we feel that we have made significant inroads into the English business news genre.”
ET Now, during the market hours, gives buy, sell and hold tips, provides analysis and trends which help the viewer to take better informed decisions about their investments. Its content line-up includes shows like ‘Hot Stocks’, ‘Place Your Bets with Ashu Dutt’ and ‘Market Sense with Andy Mukherjee’. The evening band menu has lighter feature stories ‘Technoholik’, ‘Brand Equity’ and ‘Tee Time With Shaili Chopra’.
What planners say
According to Mohit Joshi, Executive Director, North, MPG, the channel’s performance had been ‘neat’. He said, “ET Now has performed well and has carved a clear niche for itself in the genre. Coming from the Times Group, the credibility aspect is taken care of. I think the advertisers have patronised the channel well in spite of other channels in the genre. It’s good to have competition as it provides a win-win situation for all.”