Financial Daily from THE HINDU group of publications
Friday, Apr 21, 2006
Financial Daily from THE HINDU group of publications Friday, Apr 21, 2006 |
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Marketing
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New Products & Services Info-Tech - Internet Markets - Stock Markets Sravanthi Challapalli
Chennai , April 20 Want to make a quick buck on the share market but don't have an appetite for the risk? You can make a start with Moneybhai Investor, hosted by moneycontrol.com, the personal finance portal of the TV-18 group. This simulated real-time stock market game will also teach you a thing or two about the market if you're a first-timer. In its second season since a two-month run in October and November last year, Moneybhai has managed to draw one lakh participants in the two weeks it's been on air so far, says Mr Ajay Chacko, Head (Marketing), CNBC TV 18 and Awaaz, the business channel which describes itself as the voice of the consumer. Participants have to register through the moneybhai Web site. Though there is no game show as such on Awaaz, the channel gives regular updates through graphics and weekly and monthly half-hour spots called Moneybhai Gyan and Moneybhai Update that feature the winners, discuss their choices and risk appetites. Moneycontrol serves as a platform to promote the contest. The show is promoted across the CNBC network of media, says Mr Chacko. "A lot of people feel they are missing the bus and Moneybhai gives them the chance to test themselves," says Mr Chacko, adding that the show aims to make learning about stock markets "fun". Prizes are given for daily, weekly and monthly performances. The contest is promoted across the CNBC network. It is an easily accessible, interactive, integrated multimedia property as it uses the TV, mobile phone and the Internet, says Mr Chacko. Participating individuals are given a notional starting capital of Rs 1 lakh, which they can invest in trading on all available NSE stocks. The portfolio that shows the greatest percentage gain in a pre-defined period every day (end of day), every week (end of week) or is the largest at the end of the month will win cash prizes every day or weekly and a grand prize at the end of the month. The largest portfolio is worth Rs 2.89 lakh. Winners can win daily cash prizes of up to Rs 10,000. The age group of the participants is wide-ranging as they include management students, day traders in their thirties and retired people, says Mr Chacko. Women account for 22 per cent of the contestants. As much as 60-65 per cent are real-life investors and the rest are wannabe investors. However, the channel does not yet have the means to find out how many first-time participants were inspired to begin investing in real life, Mr Chacko said. This is the channel's way of broadbasing and deepening relationships with its viewers but the format alone won't make a difference, says Mr Chacko to a query on whether this contest could be a good format for other financial channels to follow. This season, the Monthly Moneybhai Investor wins a trip for two to Thailand while the weekly winners get home theatre systems and digital cameras. In its previous run, the contest drew 70,000 participants.
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