CNBC-TV18 has introduced a slew of new programming aimed at improving its reach and appeal. In many ways, the finance minister has to walk a tightrope so CNBC TV18 has aptly called its budget special The Tightrope.
The show will highlight the various issues that the finance minister is likely to address, says a official release.
The budget related programming has been divided into three phases – pre-budget, budget week and post-budget. While pre-budget phase is mainly devoted to a series of budget roundtables on different sectors like automobiles, BPO, textiles, power, bio-tech, budget today bulletins. The segment will give an overview of the expectations and needs of the industry and the business and also keep the viewer abreast of the latest developments in relation with the budget.
Another special show, What the World Thinks will brings forward eminent people, both from within the country, and abroad, in order to provide a comprehensive analysis of how experts perceive the budget, both globally and in the country itself.
On the budget eve, CNBC-TV18 will capture the mood of the nation with an intense line-up of programs, including budget eve (a special one hour special), the railway budget and economic survey (which will be a health check of the economic state of the nation), informs the release.
The channel will devote the entire day's content to live coverage of the budget, and the repercussions there of on the budget day.
Budget Live, FM’s Speech, Budget Analysis & Wrap-Up, FM’s Interview, Finance Secretary Press Conference, Political Panel, as well as a special episode of India Business Hour devoted totally to the budget, will give a comprehensive overview of the budget policy decisions, the immediate and possible future implications, and the reasons behind the decisions taken.
In the post-budget phase, CNBC-TV18 will gauge reactions of the nation to the unveiling of the budget. This will be in the form of special shows like The Impact, Common Man Polls, and CEO Polls, which will showcase how the people of India react to the policy decisions announced.
Being a business channel, the budget is an important event for the channel hence it has used mass media like outdoor, print and new media like mobile/SMS. The media campaign is reportedly based on the Tightrope theme and is a dramatic visual led one.
The sponsors for the channel include Samsung as a co-sponsor, and Bharat gas, New India assurance, naukri.com and Safe Express as Associate Sponsors.
CNBC –TV 18 CEO Haresh Chawla was quoted in the release as saying, "Keeping in line with our philosophy of presenting information that viewers can profit from; the budget line up digs deep to ascertain the real issues that are important to various constituencies; be it the individual tax payer; the corporate, different industry sectors or the small & medium enterprise. Our line up also focuses on raising critical policy issues that need to be addressed, without losing sight of the key issue: implementation."
