Nail-biting competition among Business News channels to garner maximum eyeballs with Budget programming

It is the time of the year when they get a chance to fetch a premium in ad rates from brands on the back of increased viewership of the programming around the budget

Tanzila Shaikh
New Update
Nail-biting competition among Business News channels to garner maximum eyeballs with Budget programming

Business news channels have formed a comprehensive programming line-up for the Union Budget 2022, which is set to be announced on February 1. Budget announcement is a big day for business news channels as they try to decode it for the audiences and provide every minute detail of it in form of debates, discussions with finance experts and analyses. 

Anil Singhvi

It is the time of the year when they get a chance to fetch a premium in ad rates from brands on the back of increased viewership of the programming around the Budget. Anil Singhvi, Managing Editor, Zee Business, said, “The business news channels launch exclusives and do an individual analysis of the Union Budget. This brings in revenue and creates opportunities for sponsorship on exclusive budget programming and special packages around this theme. This means an increase in client spending and thereby leads to an effective increase in the rates, proportionately.”

Zee Business is running a line of pre-budget shows to discuss the share market, different sectors, expectations from the upcoming budget, and is also airing multiple promos for the D-day to make the viewers aware of special budget feature shows on February 1. The channel has a robust marketing plan, including mailers, and engaging social media posts to encourage the audiences to be involved in the budget coverage.

Singhvi added, “The content is planned around the booster dose for the growth of the economy and why is this the need of the hour to reduce inflation, increase jobs and to make the economy stronger.”

CNBC TV18 has launched a show, called ‘The Budget Caravan’, where they go around the industrial hubs of the country and understand their expectations from the government ahead of the Union Budget. The channel also has shows that have industry leaders from the corporate world, as well as the policy machinery of India, having discussions around the budget. Right after the budget is out, the channel has planned to air ‘The Budget Decode’ show.

Smriti Mehra

Smriti Mehra, CEO- Business News, Network18, said that while the most exciting day for business news channels is budget day, the two-three days before and after the date on which it is announced are also very crucial for them. 

She added, “We have a very comprehensive set of programming line up from the beginning of January till the middle of February for the budget. We try to also get a global perspective by involving global leaders as well. We have onboarded policy leaders, market gurus. This time, since people are inclined towards investment more, we have involved investing leaders as part of our budget programming.”

Times Network, which owns two popular business news channels - ET Now and ET Now Swadesh, has planned a series of shows programmed to discuss the budget and its effect on different areas. It plans to promote the same across their digital as well as social media channels.

ET Now has prepared a line of shows starting from January 24 till January 31, they are - “Budget 2022: Setting The Agenda” on January 24 at 4:30 pm, which will have an expert panel including Rajnish Kumar, Former SBI Chairman, Ashutosh Raghuvanshi, CEO of Fortis Healthcare and Swaminathan Aiyar, Consulting Editor, ET NOW to discuss about the challenges and opportunities.  “The Money Show: Budget Special” on January 24 at 5 pm; “Budget & Start-up” on January 25 at 4:30 pm will feature India’s top entrepreneurs. “Budget 2022: What Markets Want”, which will air on January 27 at 4.30 pm,  is a special show with the big market voices to grasp their budget expectations; “Budget 2022: India Inc” airing on January 28 at 4:30 pm will try to analyse if the Budget 2022 can provide a conducive environment to enable India Inc to kick start CAPEX cycle with TV Narendran, President, CII and CEO and Managing Director of Tata Steel; Sanjiv Bajaj, President-Designate, CII and Chairman and Managing Director of Bajaj Finserv; Chandrajit Banerjee, Director General, CII. “Bahi Khata Returns” on January 31 at 4:30 will see investor, Safir Anand capture Dalaal Street’s Budget expectations.

ET Now Swadesh is coming up with a pre-budget line-up of shows starting from January 24 to January 28, including “Budget 2022- Ab Growth Ki Taiyari” - Setting the agenda of budget 2022, on January 24 at 12:30, with a panel consisting of renowned market experts, economists and industry experts bankers to understand in detail; “ET NOW Swadesh Ki Budget Cabinet”– on January 25 at 12:30 pm, the channel brings a special show to analyse what are the demands of various key sectors from the upcoming budget; “2022 Ka Budget: 22 Share”, airing on January 27 at 12:30 pm, the  show will identify 22 shares across 11 sectors which are strong on the chart; “Budget 2022: Kahan Par Focus?” on January 28 at 12:30 pm- which aims to understand the undertone of Budget 2022 from the industry experts; “Budget Mantra” on January 28 at 5 pm – Empowering viewers with financial knowledge; “Kitchen Ka Budget” airing on January 28 at 9 pm will have a focus on commodities inflation, the special show will highlight the concerns and demands of housewives and restaurant owners.

Similarly, Aaj Tak, the Hindi news channel from the India Today Group has also planned a programming line-up for the budget starting January 27 till February 1, the Budget Day. The shows are ‘Booster Dose Wala Budget’ starting from January 27 to January 31 at 4:30 pm which talks about all aspects of the budget, namely farmers, employment, inflation, income tax and overall budget preview. ‘Shwetpatra’ on January 30 at 10 pm covering various aspects of the Indian economy with a statistical point of view. ‘Budget Bazar Preview Show’ which will have experts discussing industries on January 30 at 8 pm, ‘Budget Day’ on February 1 from 7 am to 9 pm, a full-day analysis, breakdown and discussion on the Budget 2022-23.

budget programming Nail-biting competition Business News channels