MUMBAI: Bloomberg UTV and Mint have entered into a strategic content alliance, indicating that new marriages are taking place between the television and print mediums.
The new alliance marks the end of English business newspaper Mint‘s content relationship with the leading business television network CNBC-TV18.
As per the fresh deal, Bloomberg UTV and Mint will share content with each other on a daily basis, and undertake various joint editorial initiatives through the year.
Bloomberg UTV business head Deepak Lamba clarified that as the partnership with Mint is on exclusive beasis, Mint’s earlier content partnership with CNBC-TV18 stands null and void.
In March 2009, Mint had entered into a content deal with CNBC-TV18.
Lamba said that it was natural for both the brands to come together. “It gives us a print medium while Mint gets a television medium to present their stories,” Lamba said.
Under the new partnership, Mint will produce news and lifestyle related weekly television shows, which will be aired exclusively on Bloomberg UTV.
Bloomberg UTV will also feature important news and analyses from Mint every day and every issue of Mint will carry relevant news related stories from Bloomberg UTV.
Said Lamba, “The brand essence of both Mint and Bloomberg UTV have been based on cutting these confusion multipliers and getting straight to the information - clear and usable.”
Mint positions its brand as ‘Refreshing Clarity in Business‘, while Bloomberg UTV had last year changed its look to make it ‘Blunt. And Sharp‘.
Mint editor R Sukumar said, "At Mint, we have always focused on delivering clarity in business news to our readers. Our partnership with Bloomberg UTV will further enhance our offering, and give us an additional platform to showcase our content.”
Bloomberg UTV editor Vivek Law added, “This partnership will bring together the best minds in Indian business journalism, and we look forward to delivering compelling content that will serve the needs of country’s top decision-makers.”
However, this partnership will have no bearing on Mint’s existing association with The Wall Street Journal and Bloomberg UTV’s partnership with Bloomberg.
