Aaj Tak has decided to stay an all-Hindi channel for the moment. According to the company sources there is an opportunity in English programming. There is enough scope for improving on what rival channels are doing, but the channel don’t have any plans right now. The channel stress is on getting more viewership for Aaj Tak in its present form.
Aaj Tak had recently attempted to shed its “only Hindi” tag by airing a ten part series 25 Incredible Years, both in English and Hindi. Announcing the series on August 30, editor in chief of the India Today Group Aroon Poorie had said that the company was planning English and regional language channels as part of its growth strategy. However, he had also said that the company was yet to finalise the time-frame in which the new channels would come up.
According to the channel officials the current focus of the company was to maintain its leadership and improve on its programming based on feedback from viewers.
Aaj Tak, the Hindi channel launched less than a year ago, now accounts for nine of the top 10 news programmes as per the TAM figures for the week ended November 3. TV Today, part of the India Today Group, owns the Aaj Tak channel.