It’s Bloomberg TV India from today

13 Aug,2012

By A Correspondent

 

There is much activity and excitement about the rechristening of business news channel Bloomberg UTV.  Since it launched in 2008, this is the channel’s second change in name. It was launched as UTVi and a year later called Bloomberg UTV after an equity alliance with Bloomberg LP.

 

Other than the name, the channel has also seen significant changes in the editorial and business teams over the last four years. While trading hours at the stock exchanges are a big pull on business channels, Bloomberg UTV has been underscoring its strengths beyond stockmarket coverage.

 

Although ‘Bloomberg TV India’ is the full name and that’s what the anchors have been saying on air, the logo on the screen only says ‘Bloomberg TV’. Anchors and the channel’s relaunch ad are been highlighting the fact that the channel is part of the worldwide network of Bloomberg TV.

 

Sriram Kilambi

Said Sriram Kilambi, President, Bloomberg TV India, “The objective is to position the channel as an organic extension of Bloomberg, the world’s largest financial news network and 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’etre. Bloomberg TV India is therefore about accurate, incisive, quick and actionable knowledge, straight from the source. Hence, ‘The Original Source’.”

 

Added Vivek Law, Editor, Bloomberg TV India on the rechristening, “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”

 

Vivek Law

The change will be followed with the launch of a few new shows, including ‘The Outsider’, where celebrated journalist Tim Sebastian will anchor a discussion on key issues concerning the country.

 

The name change has been in the works for a few months. Last fortnight, the channel unveiled a campaign crafted by Triton Communications with the ‘U’ in the name greyed. While unveiling the new communication, Mr Kilambi said: “The business news genre is full of the same stuff – which is very stock led basically buy-sell hold. We at Bloomberg are about the larger picture – infrastructure, macro-economics, judiciary, policy, stocks, real-estate etc.”

 

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