Distribution push ensures CNBC-TV18 touches new high on Budget Day

13 Feb,2017

By A Correspondent


So what led leading English business news channel CNBC-TV18 to score a new high in terms of ratings on Budget Day? While the channel has been ahead of competition for a while, on Feb 1 when Finance Minister ArunJaitley read out his Budget Speech in Parliament, CNBC-TV18 gained 86 per cent market share vis-à-vis rival ET Now which was at just 10 per cent. CNBC-TV18 was #1 with 92 per cent share while the main speech was on with ET Now at 7 per cent, BTVi at 1 per cent and NDTV Profit & NDTV Prime at 0.4%.


According to industry sources, there are a variety of reasons that led to the flagship news channel of the Network 18 group to gain much traction around the Budget. While the line-up of invited guests was roughly the same across channels with a few additional names with each of them and some going to ET Now ahead of CNBC-TV, what turned the tide in favour of the older business channel was the presence of former editorial head Udayan Mukherjee.


Mukherjee is decidedly the best known name at trading hours on business television, and along with him the core team of Shereen Bhan, Latha Venkatesh, AnujSinghal and Sonia Shenoy  Contrast this with ET Now’s  Sandeep Gurumurthi, SupriyaShrinate, NikunjDalmia, Ayesha Faridi and Tanvir Gill plus veteran journalist Swaminathan Aiyar and it was clearly Advantage CNBC-TV18.


But along with the content thrust and bringing Mukherjee down from his Himalayan abode for the special broadcast was the distributional arsenal deployed by CNBC-TV18. The creation of the landing page, which has been described as a legitimate albeit expensive exercise to ensure viewership is maximised, is what led to a significant spike, said an industry insider.


While the Budget Day success may considered to be a one-off, amongst business channels typically, a high here portends well for the channel through the rest of the year.


Clearly it’s a mix of content and distribution (and hence promotion) which works for viewership spikes.


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