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Private sector banks occupy more TV media space

MUMBAI: The Reserve Bank of India (RBI) tops in the banking sector news covered by business news channels for the month of April. It has got 22 per cent of total coverage in the banking sector news, according to Esha Media Research’s television monitoring intelligence report for the banking sector.

The coverage included interviews, stocks, industry-related stories and standalone stories.

Private sector banks occupied more TV media space than public sector banks. ICICI Bank, HDFC Bank, Axis Bank, Yes Bank and Kotak Mahindra Bank garnered a total of over 58 hours or 45.48 per cent of coverage.

In comparison, five public sector banks—State Bank of India, Punjab National Bank, Bank of Baroda, Bank of India and Canara Bank—garnered over 22 hours of coverage, which is 17.25 per cent of total duration.

Esha Media Research Ltd MD RS Iyer said, “Our monthly report for April endorses that the private sector banks have been able to occupy more TV media space than public sector banks, deriving better perception points.”

The topic that ruled news coverage was the RBI’s credit policy which occupied 6.96 per cent duration on business channels, followed by HDFC Bank’s Q4 earnings with 3.38 per cent and an Axis Bank interview with 3.22 per cent.

Moreover, RBI governor Raghuram Rajan occupied more space on television with over 12 hours than RBI’s deputy governor KC Chakrabarty who occupied over seven hours. Axis Bank MD and CEO Shikha Sharma beat ICICI Bank CEO Chanda Kocchar by occupying over five hours of TV space.

Among the business news channels, CNBC TV18 garnered the lion’s share of programme sponsorship with three out of four total programmes sponsored by banks. These included ‘CNBCTV18 and Indian Overseas Bank Present Unsung Heroes’, ‘Union Bank Presents Celebration Business Line’ and ‘ICICI Bank Presents Emerging India Awards Crisil’.

ET Now was the only other channel to have a programme sponsorship through ‘ICICI Bank Presents ET Retail Awards 2014’ during the period.

The research also stated that private sector banks enjoyed a higher multiple in terms of price to book value over the public sector banks and thereby a better valuation on the stock market.