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Mint & Bloomberg UTV Enter Into A Strategic Content Alliance

Just a few months ago, both were fighting over clarity but now it seems that the same spat has brought them closer.

BestMediaInfo Bureau | Delhi | February 22, 2011

Just a few months ago, the two business news organizations were dragging each other into the court over advertisements but now it seems that the same spat has brought them closer. Mint and Bloomberg UTV have entered into a strategic content alliance under which they will share content with each other on a daily basis, and undertake various joint editorial initiatives through the year.

This partnership is part of a continuing effort from both partners to expand their content footprint to multiple platforms and reach new audiences. In this partnership, Bloomberg UTV will feature important news and analysis from Mint every day and every issue of Mint will carry relevant news related stories from Bloomberg UTV. In addition, Mint will produce news and lifestyle related weekly television shows, which will be aired exclusively on Bloomberg UTV.

Commenting on the development, R. Sukumar, Editor, Mint, said, "At Mint, we have always focused on delivering clarity in business news to our readers. Our partnership with Bloomberg UTV will further enhance our offering, and give us an additional platform to showcase our content”.

According to Vivek Law, Editor, Bloomberg UTV, “This partnership will bring together the best minds in Indian business journalism, and we look forward to delivering compelling content that will serve the needs of country’s top decision-makers”.

Elaborating further on the core vision of this relationship, Deepak Lamba, Business Head, Bloomberg UTV, said, “The Business News consumer has been presented his news with an intimidating complexity for years. It's interesting to note that the brand essence of both Mint and Bloomberg UTV have been based on cutting these confusion multipliers and getting straight to the information - Clear and Usable. With the might of two thought leading products (Mint  - Refreshing Clarity in Business and Bloomberg UTV - Blunt. And Sharp) coming together on this agenda, we believe the progress towards 'uncluttered business news' will be tangibly accelerated.”

This partnership will have no bearing on Mint’s existing association with The Wall Street Journal and Bloomberg UTV’s partnership with Bloomberg.

Earlier Mint had similar alliance with CNBC TV-18.


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