The Hindu Business Line : Channels plan B-Day gimmicks

OPINION polls, a visit to Hazaribagh, panel discussion with experts are just a few tricks television channels plan to pull out to attract more viewership on Budget day.

For business news channel - CNBC India - Budget is the big day. The pre-Budget build-up started in mid-January with pre-Budget analysis and sector-wise analysis.

Besides a Railway Budget special, on February 28, the channel will have over 15 hours of non-stop programming with no international feeds.

Star News also kicks off its shows a few days ahead of the Budget with a special on Railway Budget.

The channel will be at the Confederation of Indian Industry (CII) to get an instant reaction from industry bigwigs. "The channel will go live from CII headquarters and will discuss the Budget with captains of Indian industry," said an official from the channel.

The Hindi language channels have also geared up for the B-Day. "The Budget is as important to us as elections or any other event and language is no barrier," said Mr Sanjay Pugalia, Executive Editor, Zee News. The channel is planning to have an instant opinion poll along with market research company, IMRB, to get views from all across the country. It is also visiting Finance Minister, Mr Yashwant Sinha's constituency with a special show, `Kya Kehte Yashwant Sinha Ke voters'.

Rival Aaj Tak has branded the Budget special shows as Aapka Budget 2002, and will also air the Finance Minister's official media briefing live on March 1.

National broadcaster, Doordarshan, has also lined up programmes and international channels like CNN and BBC are also likely to have some programmes on the Budget. "There will be a special on Q&A on the Budget," said the CNN spokesperson.

Media planners said that channels are now spending much more on business related programmes.

"Politics still is very important for news channels, but business and economy-related news are also attracting viewers. Therefore, channels want to leave no stone unturned to attract audiences on Budget too," said a top media planner.

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