Some time or the other in the business cycle, this is bound to happen with all kinds of businesses and this is the recent example of such a time.
Indian Business Viewership MarketShare: is CNBC TV 18 loosing out to ET Now, NDTV Profit, Zee Business and others?
CNBC TV-18 has enjoyed the no. 1 viewership rank for last 10 years or so in the Indian Television space for business and market related channel, simply because that was the only business channel to be available. As the markets opened up making way for new entrants, the market share of CNBC-TV18 is now being "shared" or better to say being lost out to other new entrants.
In fact, CNBC-TV 18 itself started a new news channel in Hindi, CNBC Awaaz, to capture the local audience who were usually turned off by the English speaking business news anchors. Unfortunately, we dont have any statistics available right now about the viewership of business channels, but entry of new business channels in recent years like NDTV Profit, Zee Business, etc. has definitely lead to a dip in viewrship of CNBC-TV18.
The heart and soul of a televeision channels are its programs. For a channel which is about stock trading, investments and markets, that someway or the other depends upon the anchors, the investments advisors, and the guest speakers and advisors who come up with their suggestions and trading tips. A simple example that explains the importance of dependencies on these individuals is that CNBC TV18 itself has a prime time show in the name of one of their ace anchors - Udayan Mukherjee (for "Markets Today with Udayan Mukherjee").
If, for example, such ace anchors move out, it can impact the viewership significantly.
And unfortunately that is what is happening with CNBC TV18. They have recently lost their much followed technical analysts to the newly launched ET NOW channel, which belongs to the Times Group. These technical analysts who have moved from CNBC to ET Now are Ashwini Gujral, Sudarshan Sukhani, Deepak Mohoni, etc. These are the analysts who are learnt to be closely followed by majority of the traders and investors. Their movement to other channels might mean loss of viewership to CNBC.
And the buck doesnt stop their. ET Now has a strong print media as well. They are carrying big ads in their print media about the availability of these so called top technical analysts with the ET Now channel. They are heavily publishing such ads, and technical traders who are habitual of following tips from these guys are bound to switch channels for obvious reasons.
MoneyControl, the CNBC owned website, also used to put adsense ads for its PowerYourTrade (PYT) services. In the past, these ads used to regularly carry the name of Ashwini Gujral. Basically trying to capitalize on the brand value of Ashwini and his trading tips. These adsense ads for PYT still exists, but the name of Ashwini no longer appears in them.
Another issue is with the kind of content that CNBC has switched to in recent times. It is observed that the content focus is now shifting to some kinds of experiments - especially on the Hindi version of CNBC Awaaz. Like for giving stock market predictions for year 2011, astrologers and tarot readers like Bejan Daruwala were called and they were asked about the market direction. At this moment, they appear to be on experimental basis as the coverage with astrologers and tarot readers is not regular.
But if this is going to become a regular service, then in my personal opinion, CNBC is bound to loose the market share in the Hindi speaking audience as well. Its true that Indian Public may like to go for astrologers predictions, but you never know when can it backfire.
Then comes the other stuff - take the case of Car and Bike show called CNG or "chalti ka naam gaadi". Except for telling the technical specs of a vehicle, we hardly get to hear any specific recommendations about a particular car or bike. There are no talks about any negative features. It's always the general description of the newly launched car or bike, "Itna BHP ka power, itne ki mileage ka daawa, front suspension, rear suspension, blah, blah" and similar info which is already available in the manual or the internet. In the name of comparing between two cars or bikes, they just read out the specs and features one by one. People get bored of hearing the same stuff. A better show to watch is NDTV "Car and Bike Show" and how the positives and negatives are covered clearly. Something for CNG to take tips from.
Property Tips, Stock 20-20 tips, are all the same story - same generalized description. The only show that stands our is the "Tax Guru" that too is because of the Mr. Lakhotia and his clear answers.
Surely, CNBC TV18 needs to do some more review of its contents, rather than going by the current ways
1 comment:
who in the world follows Ashwani Gujral??
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