With a view to be a leader in the online finance media space and to take its re-branding to the next level, BloombergUTV, India's premiere business news channel, has launched a new website, UTVmoney.com. The website will be a platform that enables informed investment decisions for all users. This is the first initiative driven by Pankaj Khanna, who was recently appointed business development head for the digital arm of BloombergUTV.

Apart from having an innovative design, the new website will be powered by ‘real time’ stock market data and will also act as a credibility manager for ‘tippers’. These together will serve the objective of making UTVMoney.com a platform that best enables informed investment decisions for all users.

The new site will be presented by an algorithmically driven ‘credibility management engine’. It is a piece of software within a complex computer system; a system that delivers live data and capability for user interaction.

When quizzed about why the brand name 'Bloomberg' has not been retained in the name of the new website, Lamba answers, "From a brand perspective, we want any site that carries the Bloomberg name to stand for the same thing. The international Bloomberg sites don't do celebrity tracking, tipper tracking and the like. Thus, the name has been dropped to aid brand synergy and avoid brand dissonance."

The next step for UTVmoney.com is to integrate the content on the site into the mobile space, where people can receive customised stock market tips via SMS alerts. The development is slated for Phase 2 and will see the light of day after a month or two.