MUMBAI: Bloomberg UTV, the English business news channel, is eyeing a wider set of audiences with its new makeover.

The channel, which has changed its tagline to ‘Blunt and Sharp’, claims that going forward, its focus will be on a larger audience who are growth aspirants, and not just on the stock markets.

Talking to Indiantelevision.com, UTV Global Broadcasting (UGBL) CEO MK Anand affirmed that he is looking at an overhaul by practically measuring the way business news is being presented in India. “After a detailed eight-week survey of our SEC AB 25+ male audiences, we have come to know that only nine per cent viewers invest actively in the stock market. The business news should be much more than that and thus, we believe our focus should be on catering to the needs of the remaining 91 per cent audience.”

The channel has been correcting its distribution post IPL, and changed its look and feel during May-end. Recently, it had also launched a new advertising campaign to promote its new programming strategy.

Via the new ‘blunt and sharp’ campaign, the channel is addressing its various stakeholders, including viewers, traders and advertisers. The campaign is done by TapRoot India, the channel’s creative agency.

Talking about content, Bloomberg UTV business head Deepak Lamba said that within the next three months, the channel will launch new shows with a complete refreshed perspective.

“We will be using simpler terms, and launching new shows on smart money, real estate etc. Our aim is to simplify the things for our viewers,” Lamba said.