The channel adopts global look and feel along with several new programming initiatives
BestMediaInfo Bureau | Delhi | August 13, 2012
Effective today, BloombergUTV has been renamed as Bloomberg TV India. The channel was trying to shade entertainment brand UTV from its name for more than one and half year and was waiting for the approval from the Government of India. Founded by Ronnie Screwvala in 2008 as UTVi, the business news channel later became BloombergUTV.
Besides the name change, the channel will adopt the look of its global network; its Mumbai studio will have the look and feel of other studios in the world.
Bloomberg TV India has also strengthened its programming line-up with three programmes ‘Market Guru’ at 9.30 am, ‘In Business’ with CEOs at 10.30 am and a weekend show ‘Judiciary’. The channel is also coming up with the first-ever mega debate series about India which is produced in India will be broadcasted globally. The mega series ‘The Outsider’ will be hosted by Tim Sebastian.
Sriram Kilambi, President – Bloomberg TV India says, “The objective is to position the channel as an organic extension of Bloomberg, the world’s largest financial news network and to establish Bloomberg TV India as distinctly different from competitive alternatives. Whilst all business channels subscribe to the Bloomberg terminal for information, the terminal for us is our raison d’être. Bloomberg TV India is therefore about accurate, incisive, quick and actionable knowledge, straight from the source. Hence, ‘The Original Source’.”
Vivek Law, Editor – Bloomberg TV India adds, “Bloomberg TV India will continue to mirror the highest standards of business journalism which the Bloomberg brand has established globally. We are indeed proud to be a part of the news gathering heritage and will bring to our viewers business news the way the world knows it.”
Research reveals that the viewer is interested to know how a TV channel is fundamentally different from others, rather than the run of the mill differentiators claimed by the genre. The brand promise is the fundamental difference which will reflect in reportage between Bloomberg TV India and other business channels. In a category synonymous with a high degree of sameness, while being consistent with the global Bloomberg image and identity, Bloomberg TV India will differentiate the brand in the Indian context.
Bloomberg TV India recently unleashed a campaign to communicate the new positioning as THE ORIGINAL SOURCE where the creative substantiate the same with a distinct tone and brings it alive with a unique personality. The functional take away revolves around incisive information, useful knowledge and actionable wisdom. The emotional take away is intelligence for the intelligent.
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