Budget
News channels’ budget special
MUMBAI: Will Arun Jaitley successfully meet the expectations of the common man or are the aspirations too high? Will we get new schools and colleges? Will the number of AIMS increase? What will happen to health security? Will medical treatments become more affordable? Will there be any rationalization of taxation?
The Ministry of Finance will be under the spotlight in the coming days as the country seeks answers to many such questions.
Indiantelevision.com takes the opportunity to throw a set of questions to various news channels on their plans and offerings to meet viewer’s aspirations.
ET Now
The theme for Budget 2015 for the channel is Budget for Achhe Din. “This being the first full-fledged budget from Modi government, the common man’s and various stakeholders’ expectations for achhe din are really high and this perhaps would be the chance for the government to testify the promises made,” says ET Now managing editor R Sridharan.
With the budget being a highly anticipated event, news channels are gearing to grab as much attention as possible. ET Now is content with the advertiser response. “The response has been phenomenal and we have brought on-board the maximum (and exclusive) budget sponsors within our category. Besides, we have sold out complete inventory on FCT and non FCT elements during budget week and budget day,” adds channels spokesperson .
Budget also tests the editorial prowess. “All stakeholders of the budget viz. India Inc., market participants, traders, retail investors and the common man would largely depend on us to bring the fastest news updates, analysis, reactions and verdict on the budget,” he says.
ET Now is looking at providing the most comprehensive and decisive analysis on budget to its viewers. “Every year our budget verdict is closely watched. This year we have a power packed line-up of pre-budget programming named Budget Marathon all through the budget week, which will consist of budget debates, a daily call-in show on personal finance and special editions of our extremely popular show market makers,” he informs.
So why should one tune into ET Now? Sridharan says, “The sheer depth and expertise of ET Now’s budget coverage will be unmatched as compared to any other English business news channel. Foremost economist Swaminathan Aiyar and Motilal Oswal joint managing director Raamdeo Agrawal will lead ET Now’s programming on budget day. Aiyar, is the most respected economic expert in India who has been analysing budgets for more than 45 years now. In addition to our seasoned anchors, ace fund manager Punita Kumar Sinha will also be part of our stellar line up of experts. With the combined might of these three, the viewers will gain tremendous insights and knowledge ranging from economy, markets, finance and investments.”
“Each of our experts is a stalwart in his or her area. Be it institutional investors or retail investors, market participants look to our panel to get the most decisive analysis of budget proposals. We have the most authoritative voices on the channel,” he informs.
NDTV Network
NDTV, as part of its budget special, will throw all the key questions to find out if the Narendra Modi led government will be able to live up to the expectations of 1.25 billion Indians.
The channel, through its budget programming, will find out if the growth stimulus is pro-subsidy or pro-investment?
NDTV senior vice president corporate affairs and senior editor real estate Manisha Natarajan says that the first full budget will be the Modi government’s first real acid test. “Join NDTV as we balance the numbers and find out how Budget 2015 affects you,” she says.
The programming of the 24 hours English news channel NDTV 24/7 during budget will be as follows:
Pre-Budget programmes
23 and 24 February: Budget ADDA at 5:30 pm. In the build up to the Union Budget, Shweta Rajpal Kohli will be joined by the captains of the industry to outline their wishlist for the first proper budget of the Narendra Modi government.
26 February: Rail Budget Live (12–1 pm): The rail budget presentation will be followed by analysis with railway industry experts and policy makers.
27 February: Economic Survey Special (9-10 pm). Senior economists, industry voices and policy makers debate and discuss the Economic Survey 2015.
28 February: Union Budget 2015. Industry and political voices, policy makers and economists join Prannoy Roy and Shweta Rajpal Kohli from 9 am to 3 pm to look at the Narendra Modi government’s first budget.
9-11 am: Pre-Budget expectations and analysis
11 am – 1 pm: Budget Speech Live from Parliament
1-3 pm: Post Budget analysis
The scheduling of the network’s business channel NDTV Profit is as follows:
Betting on the Budget: Presented by Prashant Nair, the viewer will get insights into the expectations of the financial markets from the Union Budget. The show will have top-notch market participants who will discuss and debate what the budget can do for the economy and of course for the financial markets.
B-School Budget: Moderated by Shweta Rajpal Kohli, in this show young business students talk about their perceptions and understanding of the budget and how they might perhaps do it differently.
Budget ADDA: In the build up to the Union Budget, captains of industry outline their wishlist for the first proper budget of the Narendra Modi government. The show will be anchored by Shweta Rajpal Kohli.
Programming on Budget Day
Name – Union Budget 2015
Anchors – Vikram Chandra and Prashant Nair
Timing – 8 am to 5 pm
Pre Analysis – 8 am to 11 am
Budget Speech – 11 am to 1 pm
Post speech analysis – 1 pm to 5 pm
News X
When queried about its special coverage for budget 2015, NewsX editor in chief Rahul Shivshankar says, “NewsX has a new mission for the new NDA government for their first budget – Mission 10 per cent. This is also our branding for the coverage, which will all dovetail into this special theme- how to attain double digit growth for India.”
NewsX will be breaking the mould with a new virtual gfx (graphics) technology to present the big numbers in the budget.
Talking about the motto of News X, Shivshankar says, “We believe that one of our primary functions is to ensure that the voice of the common person reaches the newsmakers. We are doing a series of roundtables with experts and opinion makers which will be suggestive of what the government focus for the budget should be.”
During the budget, viewers tune in to a channel to follow the editorial content. The channel with better content garners more viewership. “NewsX has a detailed roll out plan for budget programming. From 19-27 February, our programming Your Budget, Your Expectations would highlight the expectations of the common person from the FM and PM. From 21-25 February on our budget show Mission 10 per cent at prime time, we will debate on issues like growth, fiscal deficit, tax, growth and aspirations of the youth with eminent panel of experts. From 27-28 February our prime focus will be on the political and economic implications of the Rail Budget and Union budget including Economic Survey. Overall, our editorial focus will be to be non jargonistic, to simplify the numbers and ensure the coverage is detailed yet tailored to the common person,” he informs.
The panel of experts is a very important part of any presentation and the NewsX panel of experts will have former advisor to PMO Subhashish Gangopadhyay, Vivian Fernandes, former cabinet secretary TSR Subramanian, economist BB Bhattacharya, founder Air Deccan/Industrialist Captain Gopinath, senior journalist MK Venu, convener economic cell BJP PN Vijay, direct tax expert KPMG Prashant Kapoor and personal tax expert KPMG Ashish Gupta.
When asked why should people choose NewsX over others Shivshankar replies, “For clarity. It’s as simple as that. We put the viewer before the numbers.”
Times Now
Times Network’s 24 hours news channel Times Now has named its special coverage Super Budget in concurrence with the theme that this budget will perhaps be a kick-starter for the next phase of growth.
“Super Budget 2015 will be a congregation of debate shows, interviews, analysis and discussions with Times Now editor in chief Arnab Goswami and economists like Omkar Goswami, Lord Meghnad Desai, Dr. Rajeev Kumar and Sunil Alagh who will discuss issues regarding the common man’s expectations from the budget 2015,” says a Times Now spokesperson.
The channel is known for its innovative adaptations, as during every special presentation it comes with a new technical innovation. The budget will be another effort to showcase innovate formats both in terms of technology and editorial styles.
When questioned about the impact of budget presentation in news channels, the spokesperson asserts, “The budget is a crucial exercise that plays a key role in determining not just the economy but also impacting our lives. Viewers watch news channels for information around the budget, how the subject matter experts are reacting to the budget and how the budget will impact our life. Times Now tries to simplify the budget by analyzing it in simple terms bereft of jargons.”
The channel will continue its strategy of bringing the budget to its viewers in a simple and understandable form. “We will be analysing how the budget will impact our daily lives and the impact it will have on corporate and the markets. With a range of experts from industry the analysis is aimed to be sharp and fast with path breaking graphics to support the same,” he adds.
With all the news channels having more or less the same presentation, it is highly challenging to emerge as viewer’s choice. “In all budgets, Times Now has been the choice of viewers. We have managed to garner record shares in each budget. With a team that comprises two of India’s best voices on economics in Dr. Omkar Goswami and Lord Meghnad Desai, the channel promises to deliver sharp analysis. Additionally experts like Dr. Rajiv Kumar, Sunil Alagh and Sanjeev Sanyal will provide industry viewpoints to the budget. All this packaged in an interesting format makes for exciting viewing,” reiterates the spokesperson.
Ad rate hike
According to media buyers, the news channels will see a minimum hike of 50 per cent in the ad rate. A media executive says, “Budget is one of the major event for news channels and they prepare special marketing campaigns for it so that brands come and endorse.”
Another executive from the media planning community adds on condition of anonymity, “The hike in ad rate is directly proportional to content in store. Better content delivered by prominent dignitaries grabs more attention and hence the channel get better price for their ad slots.”
Though economic reform is a 365 days agenda, the general budget plays a vital role in the economic condition of the country. It remains to be seen if budget 2015 takes India, which was recognised as ‘fragile five’ couple of years back, one step forward towards the fantastic or favourite five in global economy.
(The channels are listed in alphabetical order and not on the basis of viewership ratings or accolades.)
MUMBAI: Anuj Singhal, managing editor at CNBC- AWAAZ and CNBC BAJAR, operates at the sharp end of India’s business news ecosystem. With over two decades in business journalism, he has earned credibility for decoding policy, markets and macro trends for millions of Hindi-speaking investors. Equal parts newsroom leader and market analyst, he shapes editorial direction while anchoring flagship shows that break down the economy, politics and corporate India in real time.
Known for cutting through jargon and hype, Singhal blends data, discipline and clarity — a mix that has made him one of the most trusted voices in Hindi business news.
In this interaction, he discusses the Union Budget, trade deals, newsroom strategy and what truly moves markets and ratings.
• What was the single most market-moving announcement in this Budget, and why?
The most market-moving element was the clear commitment to fiscal consolidation without compromising capex. The glide path on fiscal deficit reassured bond markets and foreign investors, while sustained public investment kept growth expectations intact. That balance removed a big overhang for both equities and debt.
• Do you see this Budget as growth-oriented, fiscally cautious, or politically calibrated?
This Budget is growth-led but fiscally disciplined. It avoids overt populism, stays within macro guardrails, and prioritises medium-term competitiveness over short-term optics. Politically, it is restrained; economically, it is deliberate. The message is clear: stability over spectacle.
• How is CNBC-AWAAZ programming different, especially in decoding trade deal impact?
CNBC-AWAAZ goes beyond headline reaction. We translate policy into portfolio impact — sector by sector, stock by stock.
On trade agreements, our focus is on:
-Earnings visibility
-Export competitiveness
-Currency implications
-Margin sustainability
We don’t treat trade deals as political milestones. We decode them as profit-and-loss events for corporate India and map them to FY earnings trajectories.
• Which sectors look like clear winners and laggards over the next 12–18 months?
The next 12–18 months favour sectors aligned with structural spending and supply-side strengthening.
– Clear beneficiaries:
Capital goods and infrastructure
Manufacturing linked to export chains and PLI ecosystems
Power, defence, and logistics
– Relative laggards:
Consumption segments dependent on immediate demand revival
Businesses facing margin pressure from global volatility or pricing power erosion
This is not a momentum-driven market environment. It is execution-driven. Balance-sheet strength and order visibility will matter more than narrative.
• One headline to sum up this Budget 2026 for India Inc?
“Steady Hands, Long-Term Vision: A Budget That Rewards Discipline Over Drama”.
• What editorial filters do you apply before calling something ‘market-positive’ or ‘negative’?
We apply three structured filters:
– First: Earnings translation — does this materially change earnings visibility or cash flow outlook?
– Second: Time horizon — is the impact immediate, cyclical, or structural?
– Third: Valuation context — good news priced in or not.
If a policy doesn’t move earnings or risk perception, we don’t oversell it.
• How has business news consumption changed around big policy events?**
There has been a clear behavioural shift. They’re less interested in what was said, more in what it means for their money. There’s also a clear shift toward second-screen consumption, with digital platforms complementing live TV. The audience seeks sharper accountability. Viewers no longer accept broad optimism or pessimism — they want frameworks, numbers, and sector mapping.
• CNBC-AWAAZ decisively outperformed on Budget Day. What editorial and distribution choices mattered most?
Three deliberate strategic choices:
– Preparation depth:
We build scenarios months in advance — deficit ranges, sectoral incentives, tax calibrations — so we’re ready with analysis the moment numbers are announced.
– Language of impact:
We translate macro policy into investor-friendly Hindi without diluting complexity. That bridges accessibility and sophistication.
– Integrated distribution:
Television, YouTube, and digital platforms operate as one editorial grid, not parallel silos. This ensures continuity of narrative.We stayed analytical while others stayed reactive.
• How different is your YouTube audience from your TV audience?
The behavioural differences are subtle but important. TV audiences prioritise authority, structured debate, and context. YouTube audiences want speed, clarity, and actionable insights — often sharper, sometimes more opinionated. However, both share one expectation: accuracy. The format evolves; the trust benchmark does not.
• How do you retain viewers after the budget speech ends?
By shifting from announcements to implications.Retention comes from shifting the narrative from announcement to implication. We break down sectoral breakouts, stock-level impact, and what to do next. The speech is just the trigger; analysis is the destination.
• Is Budget Day your biggest traffic day?
It is one of the biggest — but more importantly, it is among the deepest in engagement. Viewers spend longer durations, revisit segments, and seek follow-up programming. That indicates behavioural trust, not just traffic.
• What’s the first thing you personally track on Budget Day — the speech or the markets?
The markets. They’re the fastest truth-teller. The speech explains intent; markets reveal interpretation.
• Your personal Budget-day ritual?
Early morning prep, minimal distractions, and once the speech begins, complete immersion. For me, Budget Day is less about reaction and more about reading between the lines.
• What drove your Budget-day ratings dominance, and how are Budget and trade deals shaping markets now?
Our dominance came from credibility, consistency, and clarity.
As for markets, both the Budget and recent trade deals are reinforcing a narrative of policy stability and global integration, which supports valuations even amid global volatility.
For Singhal, the market is the final judge. Policies can promise and speeches can persuade, but prices reveal what investors truly believe. As India’s investor class grows more informed and more demanding, business journalism is shifting from commentary to calibration. The premium is on clarity, context and credibility. In a landscape flooded with noise, the real edge lies in interpretation. In the end, the markets listen to numbers, not narratives , and Singhal’s craft is helping viewers tell the difference.
