Top Story

e4m_logo.png

Home >> Media - TV >> Article

Break in Aaj Tak’s reign; India TV claims top spot

16-September-2010
Font Size   16
Share
Break in Aaj Tak’s reign; India TV claims top spot

Rajat Sharma’s India TV has left its rivals behind in the TRP stakes to be the new No. 1. It has unseated Aaj Tak, for long the numero uno amongst Hindi news channels, for six weeks.

From Week 33 to Week 37, India TV has remained ahead of other channels. In Week 37 with a 17.2 per cent channel share in relative terms, the channel is marginally ahead of Aaj Tak, which has a 15.8 per cent channel share in the CS 15+ category in all Hindi speaking markets. Moreover, 12 news shows of India TV are among the top 20 news shows.

Janardhan Pandey, Associate VP, Mudra Max, commented, “Being No. 1 makes a lot of difference as you command a premium on advertising rates. In a populous country like India, there is a mass appeal for the channel. They are getting the audience, whether they like or dislike the channel is a different thing. Grabbing eyeballs and getting the audience to watch the channel is the biggest thing. In terms of content, there is no definite benchmarking that you can do and the quality of content is debatable. If you are getting numbers, it is good business when the audience is in a receptive mode.”

Ruby Bana, Chief Intelligence Officer, Havas Media, remarked, “For a media planner, No. 1 means large audiences. While No. 1 in GECs is great, I don’t feel this applies to other genres. Advertisers favouring news, for instance, are often looking for either male or quality audiences – informed audiences/ influencer audiences, high networth audiences, etc.”

She further said, “Now, if the No. 1 news channel does not deliver on these criterions, it will not be considered by planners for those reasons; one will clearly see advertisers chasing serious audiences missing on these channels. Only being the No. 1 makes no difference as far as news or other non-mass entertainment genres are concerned.”

On a different note, Jai Lala, Principal Partner, Mindshare, believed that numbers did make a difference. He opined, “It is important if it is gaining share and GRPs. The primary reason for this is that currently there is not much to choose between all the news channels and hence, distribution or placement would play a key role.”

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The new brand philosophy to go live on 15th October 2017 during the telecast of Zee Rishtey Awards

The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats...

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited