Our priority right now is in creating new shows that are relatable to our audience: Megha Tata, COO, BTVi,
A chat with Megha Tata, COO, BTVi on the channel’s content strategy, market share, digital and promotional plans
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Growing at a whopping rate of 240%, BTVi (Business Television India) seems to be scaling up as it continues to launch new shows like ‘Women Mean Business’ and build a strong digital connect among its audience. “Even the policymakers watch our channel,” says Megha Tata, COO, BTVi, as she recounts how the channel broke the India Bulls story and questioned the restructuring of business till SEBI stepped in. In a conversation with exchange4media, Tata further opens up on the channel’s market share, growth, content and other strategies. Edited excerpts:
In the face of changing content consumption, how is BTVi pushing the envelope for innovation?
So on one of our shows, there was actually live calling which was taking place. That’s pretty interactive and the moment when a viewer is calling and one is getting a response, they feel connected. That to us was an innovative approach to addressing a show.
What is your market share? Also which are the aspects that you are prioritising on, internally and externally, to gain a higher market share?
We have doubled in the last few weeks so we are at the moment in a 6%-8% range. Prioritisation is in terms of creating shows which are connecting to the viewers and is relatable for them. So whether it is a financial planning based show or something like else, we believe in doing stories that will bring in differentiation and people can see value being added when those stories are being put together. I think strengthening that thought process will continue to be our priority.
Tell us about your promotion and marketing strategies.
That is an ongoing thing. We keep promoting on social media and digital mediums very effectively and if there are any show launches, any exclusives happening or any specials that do very well, we ensure that it is promoted strongly on the digital medium. These will continue to be our primary focus on the marketing and promotion strategy front.
What are your strategies for broad-basing your audience?
I’m not sure whether there is a strategy to broad-base and the fact is that we don’t want to broad-base. We want to focus on where our core audience is because broad-basing means going down to a larger universe and maybe language-ing. We have a focused approach to a certain universe and we want to drive to that universe itself.
Any plans on the digital front?
We are going strong. Our website and mobile site is also extremely active. Our Twitter also is very strong. Our plan is to strengthen that and keep consolidating and using these mediums to layer it up to our television offering. A combination of TV, linear and non-linear combination is what we will be working on.
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