UTV has formally announced the launch of its English business news channel, UTVi. It has tied up with Disney-ABC International Television, Asia Pacific for ABC News’ programming and services. Various programs of ABC will be aired on UTVi like Good Morning America, Evening News and 20-20.
A 360 degree marketing initiative is expected to roll out post launch, with former JWT creative director Ramki’s Cartwheel Creative handling the advertising duties. The account size is estimated to be about Rs 30-35 crore. The focus of the marketing campaign would be below-the-line activities.
Ronnie Screwvala, CEO, UTV Software Communications, said, “There is a clear gap between the English news channels. The first mover has about 75-80% market share and that leaves a lot of space which needs to be tapped.” Elaborating on the primary role of a business news channel, Screwvala commented, “The key objective for business channels should be to broad base themselves outside being a stock market channel. They also need to increase the audience base.”
The channel is expected to be launched by the end of April, with former CNBC anchor Govindraj Ethiraj and former Times Now anchor Mini Menon as the faces of the channel.