Ajay Chacko, Head Marketing CNBC TV18

Crossover Programming

Crossover programming has been happening for a while. But then just because we want new audiences that doesn't mean we'll go ahead and do entertainment or lifestyle shows.

So, our efforts are in the direction of trying to make business more relevant to a common person who have a liking for business.

Broadbasing experiments is definitely a trend. There is a core audience and you want to expand that audience. There are viewers who are fence setters and who want to know more about business, women, younger audiences. Business is about learning, stress management, achievement, and making money. So if we have a CEO in, our attempt is also to understand what the person behind him is like. We're trying to look at a 70:30 ratio for men vs women.

Some viewers build their perspective by watching a few programmes which are sometimes different or some aspirational. So, it's all about widening the scope of our programming.

Should we be doing Page 3?

But then should we be doing page 3 because it gets more numbers? Obviously not. These programmes won't give numbers; it is all casual sampling that is happening.

Core offerings

There have been attempts with programmes like Master Strokes to make business more relevant to a common person. The show had business leaders and sportspeople having a freewheeling discussion on various issues at large.

Trendmill is a look at the business of entertainment. Then Good Life is a health & lifestyle show. Young Turks is a show looking at young achievers; by which we've been able to rope in younger audiences.

Then there is Wizards of Dalal Street anchored by Ramesh Damani which offers hard core lessons of excellence. Then there is Derek O Brian's management students vs corporate India show.

There is a new show called Smart Shopping targeted at women and youngsters and showcasing the best places to shop and which is also aspirational in its treatment.

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