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http://www.bloomberg.com/tv
If you're pitching the editors at Bloomberg TV, you'd better be ready to show them the money. The broadcasting division of this respected financial information provider
considers itself "the Cadillac of content" in the investment world. Bloomberg TV allows anxious investors who've strayed from their Bloomberg terminals to track the same market
information their colleagues are following in the office from any location equipped with a television.
Programming begins at 5:00 a.m. EST on the USA Network with "Moneycast" and follows the market throughout the day. At midday, "Newsline" and "Moneywise" bring viewers the major
stories du jour, and from 4:00 p.m. to 6:00 p.m. "MarketLine" wraps up the day's financial news. Bloomberg's morning content on the USA network has a potential audience of 70
million, and programming later in the day (distributed on DIRECTV and on cable) reaches approximately 15 million homes.
Content/Contacts
"We essentially follow the money," says Managing Editor John Meehan. "Investors want to see opportunities in the marketplace. We focus on the stock market, [and we also cover]
mutual funds, 401K, broad trends and individual stocks."
Morning programming covers pre-market activity, along with a recap of after-the-bell news from the previous evening. "We focus on what investors should brace themselves for,"
Meehan says.
At noon, editors shift gears and begin looking at the big stories of the day. Midday programming takes advantage of the rich content coming from colleagues at the Bloomberg
news service. Late afternoon and evening programs offer a market wrap.
All pitches and press releases should be directed to the planning editor on the assignment desk:
Lydia Korff, planning editor, fax: 917/369-6095. John Meehan, managing editor, tel: 212/893-3103.
Pitch Tips
Remember the focus here is money, money, money. While Meehan is relatively forgiving of persistent follow-up calls -- especially for someone whose day begins before 5:00 a.m.
-- he would prefer to hear from PR practitioners who have done some digging before they dial. "I get a lot of calls from people [pitching] business-related issues. I'm not
interested in the ad industry or management issues, unless they affect the stock market." He advises would-be pitchers to watch a few of the programs before assuming that their
story will fit Bloomberg TV's model. "Take a hard look at what we do," Meehan advises.
If you're pitching an individual company's Wall Street saga, be prepared to explain why the company is different and unique. Hint: "This is a great company with a lot of
growth" won't cut it.
Comments
View Bloomberg TV not only as a chance to get your company or executive on the air in the US but as a potential shot at international publicity, too. Bloomberg TV is on ten
networks around the globe and broadcast in several languages. Plus, particularly insightful stories and hot CEO interviews are more than likely to be picked up by reporters at the
Bloomberg wire service.
Earnings season kicks into high gear this week, and Bloomberg TV programming will be covering corporate earnings from a variety of angles. In the wake of the bear's recent
rampage on Wall Street, consider pitching stories not only about individual company earnings, but also pieces that reflect trends relative to specific earnings. Bloomberg will be
paying attention to pitchers who address what this says about the market as a whole.