ET NOW

1. Repositioning ET NOW
24th May, 2017

2. Objectives
Recap of
RE-POSITIONING
OBJECTIVE
Target Emerging
middle class
Source: Client information
Prosperity
for every
Indian
TG
focused
shows
COMMUNICATION
STRATEGY
PRODUCT
STRATEGY

3. Primary take-away for the
viewers:
Provide ‘ACTIONABLE FINANCIAL
KNOWLEDGE’ to the viewer

4. Indian scenario for Business news
channels
English news viewership is
minimal in Indian
population:
Business news viewership is
1/6th of the whole English
news viewership:
0.08% of total
TV viewership
0.15% of total
English news
viewership

5. Who are these viewers:
• Financially Educated
• Financially Aware (They
are investing)
• Individuals with
disposable incomes

6. Emerging Middle Class
Internet
Savvy
Aspiration
driven
Wants to
connect
with the
world
Conscious
about their
careers
Has
started to
embrace
risks
Consumer
mentality is
increasing

7. Segmentation:
Disposable income
Financially Aware
(investing)
Financially
Educated
Regular viewer
Occasional viewer -
Impartial viewer - -
Smart viewer - -
Common viewer - - -

8. Market is heavily skewed towards the
first two
Common
viewer
Smart
viewer
Impartial
viewer
Occasional
viewer
Regular
viewer
Needs
accuracy of
the news
Needs simple,
relevant
information
Needs
understandable
info
Needs relevant
content
Needs expert
advice

9. Barriers for the audience
“ET NOW for the people with
money”
“I don’t know how to use
business news in my business”
“It doesn’t make sense
to me”
Source: In-depth,
“Indian economic news is
not my concern”

10. Source: In-depth
“I would like to see lifestyle of big
businessmen”
“I want to hear the opinions of the successful”
“They don’t really show me
how do I become rich”
Barriers for the audience

11. ET NOW’s competitors

12.  Corporate news
 Breaking news on
organizations
 Channel for every
corporate
 Diversity of
content
 Flagship channel
for stock-market
news
 Information on
what to buy &
sell
 Very focused
 Deeper insights
on the stock
markets
 International
news
 Very evolved
business news
Channels target the vested audience only

13. Challenge: Extending the
appeal of the channel to
mass segments

14. Roadmap for ET NOW
High focus on
Diverse topics
of business
High focus on
Stock markets
International news
Indian news

15. Emerging Middle Class needs
business news which they can
understand and use to prosper
Conclusion:

16. Finding real motivations for
audience to tune into
business news

17. Motivation 1
Financial news is only meant for
successful people. India is a place
where only the rich get richer.

18. Route 1
Success for everybody
Democratising success for every Indian

19. Motivation 2
I dream about success & I know It can
be achieved in many different ways but
I am not doing much about it.

20. Route 2
Find your own success
Calling out the people to actively work
towards their success

21. Motivation 3
Indian success stories do not relate to
my daily life & I don’t feel to be a part
of them.

22. Route 3
Rise with India
Riding the wave of prosperity with
Indian growth story

23. Motivation 4
Business wisdom can be used
everywhere to make more of every
opportunity with all that I have.

24. Route 4
Make more!
Encouraging the people to make more
of everything they have

25. Motivation 5
Finance is too complex and I feel I can
grow my career on my own.

26. Route 5
We grow India
Fighting for Indians’ financial growth