Monday, January 7, 2008

3 Years on, CNBC-TV18 is still Struggling

It was three years ago when NDTV launched its first Business News Channel NDTV Profit to take on market leader CNBC-TV18. And it delivered. In just two weeks, NDTV Profit became India's No. 1 Business News Channel and has retained that title ever since. The channel's largest award - the NDTV Profit Business Leadership Awards - has become an institution, an honour.

CNBC-TV18, which seems to have stagnated with endless investor camps and awards, is still struggling. These two channels together control 99% of the Business News segment, with NDTV holding the majority. CNBC has been changing its logo, style, interface and agencies continuously to compete with NDTV, whose channel is extremely popular on the BSE, where it is screened live (CNBC-TV18's NSE Media Center failed to create much hype).

Today, CNBC-TV18, which is a joint venture between CNBC and Network 18, has changed its look to the CNBC-style. This is an accepted look for all of CNBC's channels, except its joint-ventures such as CNBC Pakistan. With TV18 having gone the CNBC-way, it doesn't seem very likely to cause shivers down Shivnath and his Profit Team's spines.

S0 while Network 18's single-most successful venture GBN, which runs one of India's Top news channels CNN-IBN, makes all the money, the CNBC-TV18 team look to be in deep, deep waters. Obviously, they can't profit from it.

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