Bloomberg TV: A player?

Marketwatch’s Jon Friedman writes about what Bloomberg TV needs to do to make itself a player…

To reach the big time, Bloomberg Television now must change its basic philosophy by making its offerings more entertaining. The operation attracted attention when it hired former NBC News head Andy Lack last year to be its multimedia chief. Bloomberg TV has been, in a word, lackluster.

Bloomberg has a reputation for presenting a relentless stream of bland, factual information. (Full disclosure: I left Bloomberg in 1999 after six years there to join MarketWatch.)

The approach works well on the company’s flagship product, the Bloomberg Terminal, a lifeblood of Wall Streeters who like to get the information in a straightforward way. But on TV — a visual, freewheeling medium — the style seems hopelessly dull and behind the times.

How rigid is Bloomberg News? Under the direction of its founding editor, Matthew Winkler, it was known to forbid reporters from using in their stories such “banned” words as “upcoming” and “despite.” Traditionally, in the turgid Bloomberg-speak, readers saw that companies completed the pedantic sounding “transactions,” not the more colloquial “deals.”

But if Bloomberg intends to woo viewers from CNBC, it has to give the public a reason to tune in. It needs to recruit established stars or find some from within its ranks.

Bloomberg primarily must ratchet up the excitement quotient on the formulaic channel. Not only does this new style have the potential of adding viewers, it will also make Bloomberg TV seem like a more journalist-friendly operation and make it easier for the network to attract talent.


3 Responses to “Bloomberg TV: A player?”

  1. lurkerlou Says:

    They 1st need to stop having their reporters and anchors jumping ship to FBN and CNBC.

    They had stars there!!! lol

    CNBC took Erin Burnett, who is a star at CNBC now and also Dylan Ratigan, I don’t see what’s so special about him but some people think he’s a big deal.

    FBN got Robert Gray who is pretty good at what he does, Connell McShane is an up and comer, Nicole P. is great at the NYSE, Brian Sullivan is SOLID and I think the best pick up was Sandra Smith.

    She can report on anything and she knows her stuff. Reporting at the CME!! reporting at the NYSE, chasing Madoff etc… she’s good….

    To me she kills Rebecca Diamond when she subs for her.

  2. IMO, the main problem with Bloomberg is: I only know one anchor by name.. Betty Liu.

    With that said, I don’t trade and just watch for entertainment.

    Sounds to me like they need to fire the entire PR dept. or create an alternative one for marketing their anchors/reporters.

  3. No. They need to overhaul their entire delivery mechanism for TV from graphics, to content, to talent. It’s the only way the can possibly manage a successful reset.

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