Channels throw Budget season baits

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New Delhi, Feb 19: To capture more eyeballs in Budget season, news channels are resorting to a high degree of interactive element, specialised content for different target group audience and increasing use of web in their programmes.

For instance, more than 50% of CNN-IBN’s planned Budget related programmes are aimed at interacting with the audience in some form or other. Radhakrishnan Nair, executive editor, CNN-IBN says, “Interactive element is in the DNA of our channel. We started the concept of citizen journalism. This year we want to shift Budget discussion from the boardroom to the people’s room.”

NDTV 24x7 also plans to have more than 25% of its budget special programmes in the interactive mode. Ashutosh, managing editor, IBN 7 says more than 40% of its budget special programmes would build in an interactive element.

The stakes are high for the channels. The high degree of enthusiasm for budget related news translates into high ad revenues. Experts say the budget day coverage often account for a substantial segment of their annual income.

A greater use of the internet is another discernible trend. Zee Business has partnered with ibibo.com to launch a reality show-based on Budget called “Public ka vitt mantri.” Samir Ahluwalia, editor, Zee Business, claimed the channel received over 10,000 responses through ibibo.com. CNN-IBN, aiming to identify five taxes that need modification, is inviting responses through IBNLive.com.