ET Now: Business TV channel from Economic Times

ET Now will be the name of the new business TV channel being launched by the Times of India group.

ET Now is pegged as a convergence product, making best use of the strengths and talents of the Economic Times business newspaper. Economic Times is already the largest business newspaper in the country, and is the second-largest business newspaper in the world by readership.

ET Now takes CNBC-TV18 head-on. CNBC-TV18 is the entrenched leader of the business TV space, the most-watched business TV channel in India. ET Now is headed by Andy Mukherjee, who earlier worked for Bloomberg in Singapore. The TV project is headed by Rahul Joshi, who is also executive editor of Economic Times.

As part of strengthening ET Now and setting up a strong foundation, several senior, mid-level and junior staffers from the Economic Times have already moved to the upcoming business channel.

The name of the ET business channel and its logo were unveiled by Prime Minister Manmohan Singh at the Economic Times awards function in Mumbai on Saturday night.

Other English business news channels currently on air in India include CNBC-TV18, NDTV Profit and the recently-launched UTV-i. ET Now is expected to be launched by March 2009.