Bloomberg TV India to launch 'Will They Walk The Talk?' around the Union Budget

The channel is also running a 360-degree marketing campaign to promote its content around the forthcoming Union Budget 2014.

The news genre, this year, has had lots of interesting programming running alongside the coverage of the general elections. The formation of the new government too has given its viewership a boost. In order to retain the momentum, the channels are gearing up for the programming of the much-awaited Union Budget 2014.

Bloomberg TV India is one such channel that aims to take the lead with respect to the Union Budget Programming. The channel is set to launch a campaign 'Will They Walk The Talk?' " the 'they' refers to newly elected prime minister, Narendra Modi, and finance minister Arun Jaitley.

Starting June 30, the channel will bring a three-week long programme to its audiences. The financial broadcaster will not just target Indian, but also global audiences through its Union Budget programming.

Bloomberg TV India editor Vivek Law is of the view that the world is viewing India very closely since the elections. "The expectations from the Modi government are high even among global audiences. There is an enormous interest around the economic intent, globally. The stock market is all about the foreign institutional investors (FII) and billions are coming from them. So it is very important what this Union Budget holds for them. Through our Bloomberg Terminal we will be reaching out to the influential investors across the world."

Law recalls that the entire campaign of Modi and the Bharatiya Janata Party was around how they will lift the economy out of this slumber. "This is the first detailed account of what direction they are going to take." This is the run up to the budget, which will be presented on July 10. The coverage from the channel will include what is in it for the Indian investors and how to bring back the retail investors. Post the budget, the channel will analyse what has been put forth by the government.

On budget day, Bloomberg TV India says that in its studios across the world there will be finance experts and the biggest of global investors from places like London, New York and Dubai discussing the Budget.

The channel has launched a 360-degree campaign to promote the programming. The promos on television are supported by outdoor, print, online, social media, radio and on-ground activation. Delhi and Mumbai will be the core market for promotion via the OOH medium. The channel is looking at about 20 to 25 sites per city across prime locations to promote the 'Will They Walk The Talk' campaign.