BloombergUTV will be known as Bloomberg TV India, effective 13 August 2012.
Sriram Kilambi, president - Bloomberg TV India, said, "The objective is to position the channel as an organic extension of Bloomberg, the world's largest financial news network and to establish Bloomberg TV India as distinctly different from competitive alternatives. Whilst all business channels subscribe to the Bloomberg terminal for information, the terminal for us is our raison d’être. Bloomberg TV India is therefore about accurate, incisive, quick and actionable knowledge, straight from the source. Hence, 'The Original Source'."
'The Original Source' is the theme of a campaign created by Triton Communications for the channel.
Vivek Law, editor - Bloomberg TV India, added, “Bloomberg TV India will continue to mirror the highest standards of business journalism which the Bloomberg brand has established globally.”