Aaj Tak, the 24-hour Hindi news channel from the India Today group, reported a six-fold increase in viewership in its first 100 days. The channel continued to maintain its position ahead of the others in respect of average daily viewership time, according to TAM Media Research report for the week to March 24. The viewership has increased to 8.18 crore from its earlier reported figure of 1.39 crore. It is currently beaming into 1.40 crore homes, up from 52 lakh earlier.
The channel really picked up on viewership and surged ahead of the others during the last week of January, because of its extensive coverage of the Gujarat earthquake. The channel had also extensively covered events like the coal mine disaster at Dhanbad, poll violence in Bihar, CNG problem in Delhi, coverage of Kumbh mela, cricket series and exclusive interviews of Benazir Bhutto, cricket star Steve Waugh and chief of militant outfits in Jammu & Kashmir like the Lashkar-e-Toiaba.
According to TAM Media Research, Aaj Tak has increased its share of audience viewership amongst the news channels. Its share is 38 per cent amongst news channels and 42 per cent in Hindi-speaking areas.
Aaj Tak is followed by Zee News with 34 per cent, Star News 13 per cent, CNBC eight per cent, BBC two per cent and CNN one per cent. The viewers on Aaj Tak spend an average 41-minute daily, the TAM report says. Earlier, immediately after the Gujarat earthquake, the daily average viewership time was as high as 114 minutes on Aaj Tak, nearly 2.5 times higher than Zee News and far ahead of Star News.