Bloomberg's New Look and Direction Profiled

The United Kingdom's Guardian newspaper has taken an in-depth look at the new direction in which Bloomberg Television is going with its glamorous new studios in London, along with a whole new host of high profile names joining the organisation.  Bloomberg Television is looking to dominate the business news arena worldwide with its extensive global reach, mounting a challenge to CNBC's assumed global dominance, and making a play for the viewers which the Fox Business Network is attracting in the US.

The Guardians Mark Seddon writes;

The super-successful business specialist is in an expansionist mood with the relaunch of Bloomberg TV

Wall Street brokers may get it, striped shirted London traders might understand it, but for the rest of us it might as well all be in Swahili. For most people, Bloomberg is associated with specialised business and finance news reporting, plenty of graphs, as much jargon and lots of attention paid to moving share prices.

But Bloomberg TV is in the process of a substantial revamp and relaunch. Steve Clark, the head of European and Middle East operations who was behind the launch of Al Jazeera English , says: 'There's a huge potential audience out there. We have more foreign bureaux than the BBC – 145 in all – and we have an army of specialist journalists, and what we will be doing is making our reporting more conversational and relevant to people. Business and finance impacts everyone."

There are new shows coming out of London. General news and sports programmes coming out of London in the five-hour European window are being followed by shows such as Global Countdown and Start-Up timed to coincide with the opening of the London markets. Last week Bloomberg signed ITN's Andrea Catherwood, and more recruits recognisable to a British audience will be announced shortly. The London broadcast studio is brand new, with state-of-the-art, touch-screen plasma news walls, enabling anchors to move images around with their hands, as well as state of the art plasma floor screens.

Read the full article here.