24 Ghanta, which had entered the dedicated Bengali news channel space last year, has over the last five weeks been enjoying a large share of the viewership among Bengali channels. The target audience mainly comprises the Bengali intelligentsia looking for some indepth analysis.
24 Ghanta has rated 52.4 per cent in terms of channel share over the last five weeks and has shown a growth of 40 per cent over weeks 28 to 32 as per TAM ratings (week 28 to week 32; TG: CS 15+ Kolkata and West Bengal). In week 32, the ratings of other Bengali news channels stood at – Star Ananda had a channel share of 29 per cent, Tara Newz had a channel share of 10 per cent, while Kolkata TV had a channel share of TV 9 per cent.
As with most news channels, 24 Ghanta, too, has realised that just dishing out news in all and any format is not enough. Hence, news channels are incorporating more infotainment capsules on topics ranging from football to classical concerts to featuring interviews of well-known personalities not strictly related to the political field.
City media planners feel that the airing of the Kolkata Football League has definitely added to the growing popularity of 24 Ghanta. Sports-based programmes like ‘Xtra Time’ and ‘Match Referee’ have also shown good ratings.
24 Ghanta has recently launched a news based programme exclusively on North Bengal called ‘Uttarer Khabor’, while a job based show, ‘Karmakshetra’, is scheduled to go on air from September 1.