Budget'11: Business channels go BTL to engage viewers
Apart from special content line-up, this time most business news channels have come up with a range of BTL activities to engage their viewers.
In the quest for engaging the viewers with the brand, business news channels are taking various initiatives around the Union Budget 2011. Apart from special content line-up, most of the channels are engaging consumer with BTL activities as well. While discussions, surveys and viewer connect initiatives are being organised by the channels, a few of them are also keeping their viewers updated through mobile platforms.
Through a series of ground events, CNBC-TV18 is geared up to voice the concerns and views of every major constituency – from policy makers to industry leaders, young entrepreneurs to the common man. These properties include the recently held mega budget opener, ‘Macro Backdrop’, which involved India’s biggest thought leaders, including Montek Singh Ahluwalia. This was followed by an exclusive forum, ‘Young India’, where corporate India’s young stalwarts discussed with policy minds what the youth expected from Budget 2011. Subsequently, CNBC-TV18 will present ground events showcasing national and market expectations through properties such as ‘What India Wants’ and ‘What Markets Want’, culminating with a definitive analysis of the impact of Budget 2011 in the ‘Verdict’.
Budget 2011 from CNBC-TV18 and CNBC Awaaz will also extend across new platforms, including the mobile and retail. The CNBC channels will be delivering a host of power-packed content on the mobile through the 51818 platform. From Budget news alerts (SMS ALERT to 51818) to programming updates (SMS BUD to 51818), and from market reactions to live TV (SMS MOM to 51818), the channels will provide Budget coverage throughout the month and on Budget day, to investors and consumers on the move.
On retail shelves, the CNBC channels will present ‘Budget Made Easy Series’, an exclusive DVD product to be available across India’s leading bookstores that will aim at simplifying Budget fundamentals, de-jargonising everything from deficits to disinflation for investors and consumers. Apart from this, ‘Budget 2011 Reckoner’ will provide comprehensive review of Budget 2011.
The exhaustive programming agenda on Bloomberg UTV is supported by a robust communication plan recently unveiled across key markets. The campaign, which asked a few questions to the Finance Minister, seeks to reflect the sentiments of Indians, both corporate and the Indian consumer. The campaign comes alive through hoardings across key markets for the channel as well as radio and selective publications. To increase viewer interaction with the channel, the campaign will also be visible across ambient media in coffee shops, multiplex and digital screens in key corporate offices and buildings.
The show ‘Young Mandate’ had a significant on-ground component. Students of some of the leading business schools across the country like IIM Calcutta, ISB, MICA, and so on, spoke about their expectations from the Budget.
‘Pulse’, the on-ground brand solutions unit of Bloomberg UTV is conducting an investor-centric meet across three metros, where leading financial experts will engage in a panel discussion, followed by an interactive investment guidance session with retail investors. Apart from this, the survey commissioned to Penn, Schoen, Berland will encompass the senior management of leading corporate houses to understand their expectations from the Budget.
ET Now has also planned a few on-ground activities for the Budget week. A pre-Budget special, ‘Buy Now Sell Now – Stock Workshop’ will take place on February 26, 2011 from 11 am onwards at Rajiv Gandhi Banquets, Mumbai. The speakers at this workshop include IIFL’s Nirmal Jain and Ashwani Gujral of ET NOW. The workshop will be telecast live on the channel from 11:30 am onwards.
The second part of ‘Buy Now Sell Now – Stock Workshop’ will be held on March 5, 2011, in Ahmedabad at The Grand Bhagwati.
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