TV18 Broadcast has expanded its channel offering with the launch of CNBC Bajar, touted as India’s first Gujarati business channel. CNBC Bajar is partnered by Infibeam.com, in association with Adani and Ganesh Housing.
Sanjay Pugalia has been made Editor-in-Chief of the new channel. Anchors Pradeep Pandya and Aashka Goradia will be the face of the channel.
The marketing campaign of the channel is centered around the thought “The mother tongue of business”. It brings out the centricity of business in the life of Gujaratis and how extensively the language is used even today in the numerous dealings of business. The campaign has been designed by O&M.
Backed by the editorial team of the CNBC Universe – CNBC TV18 and CNBC Awaaz, CNBC Bajar has found endorsement from various personalities.
Calling it “truly a big idea to have initiated a business channel in Gujarati”, Prime Minister Narendra Modi said, “I believe this Gujarati channel will get you the highest profit, as compared to all other channels of your Network.” He added, “In the entire world, Gujarati language is accepted as the language of business. It is a form of currency. It is reflective of the economy. And that is why the tagline, ‘Business Ni Matrubhasha’, is easily relatable to Gujaratis.”
The channel offering will be a mix of live markets coverage from NSE, BSE, commodities, currency, etc., and feature shows on aspects such as personal finance, entrepreneurship, property, lifestyle, etc.
Commenting on the channel, Editor-in-Chief Sanjay Pugalia said, “The kind of programming plan that CNBC Bajar has, the channel is armed with a global attitude and the pace of a general news channel. We have added stronger doses of content around SME, retail, bullion and commodity into the typical mainstream mix of business news. We will focus both on the micro markets within Gujarat as well as the global markets which affect the investment and business decisions of the business savvy Gujaratis.”
Speaking on the business rationale behind starting this channel, Anil Uniyal, CEO of CNBC channels and Forbes India said, “On every economic parameter, from industrialisation to GDP per household, Gujaratis are top performers today. However, there isn’t enough content being created to serve this hugely affluent set of viewers. It was thus a very simple decision for us when we decided to start this channel. Not only that, no other community devours content revolving around finance, markets, business and economics the way this community does. With the launch of CNBC BAJAR, our company has become India’s only truly diversified business news network.”
Speaking on the partnership, Vishal Mehta, Founder and CEO, Infibeam.com said, “Gujaratis are entrepreneurial and well known for their business acumen. This channel in Gujarati will be worthwhile for their business and new vision. It will be truly their own channel.”