EE Network, which launched its Hindi business news channel at the fag end of November, is planning to woo audiences by treading off the beaten track. ZEE Business went on air on November 30 and does not consider hardcore finance professionals or stock market junkies as its core audience. It is looking at the "regular guy interested in money matters" to give it a wider viewership than other channels in the genre. The channel�s tagline, Aap Ka Fayeda, sums it all up. The channel says that it is also different in its style of presentation, which is easier on the eye with less graphics, and is also easier to grasp as it uses non-intimidating language.

"We felt that everyone needs to know about business," says Laxmi Goel, director, news group, ZEE Network. "Investment opportunities are on the rise and there is a rising interest in business information. There is a need to break the complexity surrounding business news, both in terms of its presentation and associations. There is a need for simplifying the language of business television. We see ourselves as the ones filling the gap, reaching out to a larger Hindi-speaking audience." ... more