Media and entertainment company UTV Software on Thursday said it would enter into a strategic partnership with Bloomberg for content sourcing and re-branding its business channel UTVi. From October, UTVi would be re-branded as Bloomberg-UTV, while the UTVi website would also be rebranded as bloombergutv.com, UTV said in a statement on Thursday.
This association will give UTVi complete access to the global feed of Bloomberg TV, a global 24-hour business news channel owned by US-based financial data and services company, Bloomberg LP.
"By working with UTV to realise our shared vision for business and financial television, Bloomberg renews its commitment to delivering business, economic and political news to viewers in India, and... across the globe," said Andy Lack, CEO, Bloomberg Multimedia group.
UTV News Chairman Ronnie Screwvala said: "The addition of 14-15 million TV sets every year will drive viewership of business news in India. Of the 480 television channels allowed to operate in the country, there are only a handful of English business news channels including CNBC TV 18, NDTV Profit, UTVi and ET Now."