Mumbai: Bloomberg UTV, India’s premier Business news channel has displaced the ranking order of the genre in the most recently concluded week ended 2nd July 2011, according to TAM. In the fiercely competitive genre, where pole positions were firmly held by competitors, Bloomberg UTV has cut through the order overtaking market leaders in various segments.
In the rapidly increasing growth aspirer TG defined broadly as Males (M) of Cable & Satellite TV owning (CS) homes in the age bracket of 25-44yrs from SEC A in markets having 1mn+ population, Bloomberg UTV has been the No. 1 channel of choice during market hours (0800-1600hrs). This is a clear indication of the channel’s growing popularity among the urban, upscale and progressive audiences. In the same TG, the channel has also emerged as the overall No. 2 player across all days and dayparts surpassing incumbent ET Now.
The urban, elite audiences characterized by the TAM TG of ‘CS M 25+ A’ has also shown widespread acceptance for the channel. Bloomberg UTV has risen to the No. 2 position in this TG on weekdays from 0600-2400hrs indicating that this audience remains glued to Bloomberg UTV during practical TV viewing hours. Even the Market Hours (0800-1600hrs) viewers have endorsed the superior quality of content as shown on Bloomberg UTV positioning the channel as the No. 2 player in this segment.
Overall, 2 of the Top 5 Markets programs of the week were from Bloomberg UTV. Market Pulse which as the name suggests, gives viewers a consolidated view of the markets for the day ranked as the best among all markets shows across channels in the week. Talk Stocks, the most authoritative stock analysis show on the air came in a close second among the highest rated Markets shows for the week.
This performance comes close at the heels of a revamp in the channel’s content strategy. Markets hours have seen the launch of path-breaking shows such as On The Move, Lunch hour, Market FinePrint etc. in recent times. The Assignment, where corporate hotshots face untried challenges is back with another season and The Pitch, India’s biggest business reality show is expected to go on-air shortly.
Through this prolific programme slate, the channel aims to deliver in-depth offering of business and financial news programming from its state-of-the-art studios across India while staying connected with the Bloomberg offices across the globe.