Dilli Aaj Tak, the TV Today Network’s Delhi/NCR specific Hindi news channel, completed one year on Tuesday, May 29, 2007. The launch of Dilli Aaj Tak a year ago marked TV Today Network’s foray into regional news and also into profitable niche segments.
Through the year, the channel has come out with programmes like Janpath, Chalo Bazaar and Dilli Talkies that educate and inform viewers on where to find what in Delhi. The channel has also become a platform for Delhiites to raise their problems and draw public attention to them.
Aroon Purie, Chairman & Managing Director, TV Today Network, said, “The media industry in general and the television industry in particular has been booming, the news space has seen an exponential increase in the number of players. I’m happy that over the last year, our foray into regional news has met with success, and is on its way to becoming a strong brand in the market.”
Said G Krishnan, CEO, TV Today Network, “Dilli Aaj Tak is a utility channel, driven by the informational needs of the average Delhiite. For advertisers, the channel presents tremendous opportunity as the audience delivered is informed, has purchasing power, and is open to local marketing communication.”
Amitabh, Executive Producer and in-charge of the channel, said, “Our first year has been smooth and exciting. When we started the NCR channel, there were a handful of small players. We deliberately shied away from covering news outside the Delhi/NCR region and still succeeded in holding viewer attention. This was due to our focused approach, aggressive stance, unbiased news telecast and viewer-friendly issues like ceiling, demolition and Master Plan.”
Speaking on the future of the channel, Amitabh said, “The future of the channel is excellent because it thrives on local issues and local networking. Today content for news channels comes from small towns like Jabalpur, Varanasi, Meerut. In the coming days every national channel would expand to the regional news space because the small towns generate content with drama in it.”
A very visible marketing campaign has accompanied the channel’s first anniversary, including an outdoor campaign, print rollout and a special anniversary contest where viewers are being paid back.
Among TV Today’s other channels are Aaj Tak, Headlines Today and Tez.