Come 2004 and Aaj Tak, the 24-hour flagship Hindi news channel of TV Today Network, enters its fourth year of operations. On December 31, 2003, the channel completed three successful years. The period has borne witness to the credibility, reliability and speed of the channel. Aaj Tak has also won five ‘Best News Channel’ awards, which sum up all the awards given out in this category in the last three years.
In a press statement on Friday, the channel claimed that Aaj Tak has changed the way news is delivered to Indian audiences and has continuously innovated to retain and increase viewership. It said, “With a viewership of approximately 27.3 million viewers, Aaj Tak has effectively created a unique platform for the advertisers to reach out to their target audiences.” It further added that Aaj Tak has been rated the numero uno news channel in terms of brand recall, credibility and lead time by Exchange4media–NFO MBL television News Watch.
Aaj Tak added another feather in its cap when it was rated one of the most successful brand launches during the past 7 years in the ‘Brand Derby’ study conducted in September 2003.
The year 2003 witnessed the launch of numerous news channels in the country, however, the company claims that it has no way affected Aaj Tak and it has maintained its leadership. Aaj Tak presently commandeers approximately 30.4 per cent of the total news market. This is because the superior understanding of the audience preferences based on the management’s experience in the news business, editorial excellence, independent distribution and sales capabilities, customized state-of-the-art technology and a motivated team of qualified professionals.
The channel also has a strong advertising base of almost 600 advertisers since 2001. The future strategy is to increase the share of advertising revenues and move to get subscriptions revenues when the time is appropriate. The company also aims to distribute its channels to Indians abroad when the time is right. Also, in the pipeline is to leverage revenues through HeadLines Today.