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Zee Business strengthens programming line-up, launches campaign to take on CNBC Awaaz

The channel’s new initiatives include Aaj Ke 2000, Investment Gurukul, F&O Ki Pathshala and Desh ki Baat

Zee Media Corp’s business news channel has strengthened its programming line-up and launched a campaign to take CNBC Awaaz head on.

According to a press statement by the channel, the average market share of the channel grew from 23% in Q4 17-18 to over 35% in Q3 18-19.

Anil Singhvi, Managing Editor, Zee Business, said, “The channel has relooked at the programming keeping consumer and credibility at the core of it. Our intent is to add value to our viewers by bringing the best business news analysis. We have also introduced segments like instant profit-making tips, looking at the market opening.”

On overall stock market programming, Singhvi said, “It has been focused on small and new traders, enabling them to trade or invest comfortably. We are shifting viewers’ habit from saving to investment and helping to fulfil their financial inclusion agenda.”

The channel’s new initiatives include Aaj Ke 2000 (a segment planned for intraday traders with limited money to book profit), Investment Gurukul (making the viewer comfortable with stock market operations), F&O Ki Pathshala (enabling traders for derivative trading in easy language) and Desh ki Baat (a unique style political debate show in prime time). All these shows / segments have become very popular in short time and have really fuelled the growth, the channel said in the statement.

Commenting on the new marketing campaign, Sujeet Mishra, Head Marketing, ZMCL, said, “Zee Business will keep strengthening its relationship with viewers and partners by constantly reinventing programming and communication. We have a great content line-up and the best of business news analysts. The splendid growth of viewership is reflection of our growing trust and the campaign stunningly captures the spirit.”

The channel also did some special shows recently like Zee Business Travel Awards in partnership with Mauritius Tourism, and multicity Dare to Dream Awards in partnership with SAP, which were hugely successful. Now based out of the financial capital of India, Zee Business said it was all out to bring the best of content, analysis and experts for viewers.

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