Budget 2020: How news channels are gearing up to grab maximum eyeballs

Apart from a detailed Budget Day reportage, news channels have also put together an action-packed Budget Week

e4m by exchange4media Staff
Updated: Jan 29, 2020 8:19 AM


Union Budget 2020

Union Budget 2020 is here and with the country hoping to hear announcements towards recovery of the economic situation, news channels are gearing up to grab the maximum eyeballs.
Although the Budget is meant to be a big affair for business news channels, the general news channels are also putting their best foot forward with special line-ups for February 1, the Budget Day, and the days leading up to it.

A recap of the 2019 Budget Day viewership reveals that CNBC-TV18 and CNBC Awaaz garnered 59.6% and 68.1% market share, as per figures for the BARC TG 22+ AB Male Market. ET NOW recorded a market share of 55% across all-India (in cities with population of over 1 million, 22+ AB, 24 hours).

News channels are gearing up to bag the top spot in terms of viewership with not just a detailed Budget Day reportage but also an action-packed Budget Week.
CNBC-TV18 has already started a pre-Budget special series to deep dive into expectations from Budget 2020. Apart from a live broadcast on Budget Day, the channels will also get top industry experts to share their insights on key takeaways from the Budget.

News channels say they have much more to offer on agenda for the brand.

To unravel the initial expectations of India’s economic future, market implications and the nation’s demands shows such as Startup Street Wishlist from CNBC-TV18 have been curated to showcase eminent entrepreneurs who will be sharing their views on the Budget.

There will be other shows in the personal finance space like Money Money Money Special, and Budget Dictionary. While the first one will discuss various aspects of personal finance management - Income Tax, Deductions, Mutual Funds, Stock market taxation, insurance - and the impact of the Budget on ‘Aam Aadmi’, the latter show will simplify the Budget and the terms associated with it for a better understanding of the layman.

According to Basant Dhawan, CEO – English & Business News Cluster, Network18, “Expectations from Budget 2020 are high. There are several economic challenges that the Budget is expected to address. With a special focus on the key issues, the Group has lined up a comprehensive mix of special programming that will provide viewers a holistic view of the Budget through insightful analysis and its impact across sectors. Our specially curated shows will run through the day and provide opinions and analysis from eminent industry leaders, policymakers and experts.”

The group’s general news arm CNN-News18 has also lined up content curated especially for the Budget Day. The budget programming will be led by the channel’s editorial experts like Executive Editor Bhupendra Chaubey, Executive Editor–Output Zakka Jacob and Executive Editor Anand Narasimhan. They will be joined by Gaurav Choudhury (Economy Editor and Delhi Bureau Chief, Moneycontrol.com); Saket Mishra, Investment Banker; Siddharth Zarabi, former Executive Editor-Business Television India, and Dhiraj Nayyar, Economist and Former Head of Economics, Financing and Commerce, NITI Aayog.

ET NOW has been showcasing programmes as part of their Budget special reportage from January 23 and will continue till the Budget Day. Get Set Grow with Millennials, The Money Show (TMS) Budget Hotline, Bahi Khata 2, and Your Budget are some of the major shows the brand has been be running.

Coming to the other big segment of Hindi news, Aaj Tak has been running a series of special shows called Thori Si Toh Lift Karade that takes a look at the condition of the economy and what measures are required to rectify the same. On January 31, there is a Pre-Budget Curtain Raiser show followed by Budget Day coverage that includes specially curated shows like Budget Bazaar, Sasta Mehenga, Good News and Budget Roundtable.

Aaj Tak and India Today TV, the Hindi and English news channels from the India Today Group, saw a record number of viewers on last year’s Budget Day. Aaj Tak scored 3698000 Gross Impressions on July 5 between 11am and 2pm in the Mega Cities market, as per BARC data.

At Zee Business, Managing Editor Anil Singhvi will be decoding the Union Budget for the viewers along with 40 market guests, 20 big corporates, and 15 ministers and bureaucrats on February 1. They would be concentrating on a special coverage on Taxation, Personal Finance, Real Estate, Bullion and commodities. In a one-of-its-kind initiative, Zee Business is also offering to give viewers a chance to win bumper prizes in Budget Bonanza from 8am (every hour) on February 1.

It will be interesting to see the kind of viewership that these news channels will garner on this crucial Budget Day.

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