Aaj Tak, the 24-hour Hindi news channel, which recently offloaded 10 per cent equity to Bharti group company, is planning to off-load 5 per cent more.
Living Media group had decided to offload up to 25 per cent in the new entity at the time of inception. As reported by exchange4media earlier, the Bharti group recently picked up a 10 per cent stake in the company for an undisclosed amount. ICICI Venture Funds holds another 10 per cent.
The 11-month old Aaj Tak is expecting to achieve its Rs 40 crore revenue target for the year ending March 31, 2002.
However, while advertising would remain the main source of revenues for Aaj Tak, there have been concerns about the distorted ad-programming ratio and also about the quality of the ads. The channel is now maintaining an ad minutage of 12-14 per hour.
As for the future plans, Aaj Tak plans to reach out to viewers in United Kingdom in 2002. The channel recently started beaming into the Middle East market.