n media, as in any other industry, innovation and the need to be different are driven by intense competition. While CNBC-TV18 was the first to break the mould - in launching a 24-hour business news channel in English - it has not let the tempo slack and has kept tweaking its offering.

The business channel has now identified Hindi as its best weapon to broadbase appeal. While CNBC-TV18 has had a substantial amount of Hindi language programming sprinkled across the day for close to two years now, with growing competition in the news genre, it has increased the total time devoted to Hindi to four-and-a-half-hours daily from the earlier two, and is looking to do more. ... more