11.3.05

 

Exhibit Ten

Friday, February 11, 2005

25 Days of Profit. Mediaah! verdict: CNBC-TV 18 scores, Profit must shed 'We know it all' tag

We were supposed to post this a few days back, but didn’t because despite seeing a good amount of both channels, we wanted to be doubly sure of what we think is the reason why one scores over the other.

Okay, here goes:

On Day 25 of NDTV Profit's existence (it launched on Jan 17), Mediaah! feels CNBC-TV18 is the better channel.

Several reasons:

1. CNBC-TV18 (CT) is to business and corporate affairs, what NDTV is to general news. The ad blitz that NDTV has several years of experience doesn’t hold water – its experience was restricted to Budget analyses in the early days, so the loads of experience

2. Vikram Chandra, Profit’s main man, is a disappointment. He has been thus for a bit, like Sreenivasan Jain, NDTV’s Bombay bureau chief. Vikram may have been a great presenter once upon a time, but now he isn’t.
What helps CT score is that even the top guy, Raghav Bahl, is extremely modest while interviewing (like Prannoy Roy, who has turned awful in newsanchoring though). Other visible CT faces – Udayan Mukherjee and Menka Doshi – are excellent.

2. Let’s face it, stockmarket doesn’t always behave scientifically. With due respects to technical analysts etc, there are times when the market moves up or down for the smallest of rumours or sentiments. It is hence difficult for both both CT and Profit to predict market trends. However, in the crucial trade hour telecast, CT scores.

3. CT and Profit were apparently rushing to score brownie points over airing quarterly results. Like the cricket board charges for match coverage, perhaps an Infosys, Reliance and Wipro must even consider charging these two moneis for the coverage of their results and annual general meetings.

4. NDTV Profit’s studio ambience is brighter, but it will take time for it to grow on us. Right now, the diehard business and market community we spoke with believe that CNBC-TV 18 scores. Unlike the younger set, these folks won't switch loyalties overnight.

NDTV sources may boast of higher numbers, and CNBC-TV18 can counter it, but eventually it’s not just numbers alone, but the programming quality that will dictate the future of the channels.
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