The 'sabze tez' channel is on an innovation drive. Aaj Tak is further strengthening its programming line up in order to build on its leadership position among news channels. This exercise entails addition of new shows and formats, changes in timing for some existing programmes and also re-branding of existing properties. Some of these changes come into effect from May 9.
The two leading primetime programmes are being launched. They are Dastak, a news programme, which extensively analyses the day's top stories and Aaj Subah, early morning news show segmented into four power-packed half-an-hour capsules.
Dastak is a prime time show, which will be on air between 10 pm and 11 pm, and will also have a special feature 'Khass Dastak' featuring top 3 stories of the day in detail. Aaj Tak's leading hands, Poonya Prasoon Bajpai, Deepak Chaurasia, Ashutosh and Sumit Awasthi, will anchor the programme.
Aaj Subah, on the other hand, will be a news show with four power-packed half an hour capsules. The show will carry a brief on all the major impending news/events of the day and also recap the news of the previous day. Keeping in mind the morning rush, the show will have special segment called 'Khabrien Superfast' which will have 10 stories in last 5 minutes of each half hour capsule.
In addition to these, Aaj Tak has recently introduced special show on news from Mumbai called Mumbai Metro and a movie show Movie Masala. The channel is also planning to introduce in coming weeks special news programmes like Desh Pardesh.
Rajesh Sheshadri, Marketing Manager of the channel, said, "The programmes have been made mirroring people's lifestyles. We are giving a new name and character to the show so that the programmes break the clutter."
"The channel is going to unveil a new advertising campaign as part of its promotional activities," he added.
Sheshadri is also upbeat about the awards Aaj Tak bagged at the 30th All India RAPA Awards ceremony on May 7. Aaj Tak has bagged the Best Talk show award and Best film-based programme award. 'Seedhi Baat' won the Best Talk Show Award and 'Cinema Aaj Tak' bagged the Best Film-based programme Award. "Winning at the RAPA's for the fourth consecutive year exemplifies the recognition we have received from the industry," he said.