DIFFERENTIATED CONTENT; DIGITAL PROWESS KEY TO BTVI’S SUCCESS
Under the leadership of Megha Tata, Chief Operating Officer, BTVI, the channel has redefined its role in the English business news space with dynamic content, while simultaneously investing in innovative and focussed marketing for targeted audiences, and expanding the channel’s digital footprint and offerings; with a recent example being the launch of a Podcast and WhatsApp service to engage with its viewers across platforms, 24/7.
Talking about the success of the channel as it completes two years of operations, Tata says, “BTVI has always believed in dedicated and in-depth research that ensures strong content. This focus on content has fuelled the growth of our digital footprint, with our Twitter followers more than doubling since January 2017. Building a strong digital ecosystem around the brand is, therefore, paramount to our success. For example, BTVI LIVE stream is available not only on OTT platforms like Hotstar, Jio TV, YUPP TV, Tata Sky and Airtel, but also on trading apps like Kotak Securities, Axis Direct and IIFL Markets. This ensures that the channel reaches directly to viewers who are consuming content similar to what BTVI has to offer. As a result, BTVI crossed 1.2 million impressions on these OTT platforms in July 2018 and the numbers are ever on the rise.”
BTVI’s channel ad rates have also increased by 60% over last year, with several first time advertisers coming on board.
Talking about the channel’s content customization strategy, Siddharth Zarabi, Executive Editor, BTVI says, “The essence of the channel has always been to educate the viewers on how to Save, Invest and Prosper. Looking at current viewership patterns, BTVI is on par with leading business news channels and many of our shows with defined content make us leaders in the genre.”
He also spoke about how the Indian economy is transforming from being unorganized and informal to organized and formal and how BTVI’s coverage has reflected these changes. Moreover, Zarabi added that in order to cater to the wider audience needs – right from a college student studying economics to an equity investor, BTVI has constantly innovated to adapt to the needs of its viewers over their lifecycle. Elaborating on how BTVI aims to empower audiences to make the right financial decisions, Anuj Katiyar, Head of Marketing, Research and Branded Content said, “We have been witnessing good growth with our differentiated offerings and our strategy has always been to grab eyeballs through innovative and focussed marketing for targeted audiences, rather than through mindless mass media marketing. This has resulted in an impressive rise in viewership.”
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