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Hindi news channels spike in viewership post demonetisation drive

22-November-2016
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Hindi news channels spike in viewership post demonetisation drive

When Prime Minister Narendra Modi announced on November 8 his decision to withdraw Rs 500 and Rs 1000 notes with an aim to weed out black money from the system, it led to disarray and widespread chaos among millions of working class Indians. Social media went abuzz with trolls and rumours on the subject; e-commerce sector, especially e-wallet started banking on the move. Another sector which cashed in on this government’s latest decision was the Hindi TV news space whose ratings saw a huge spike in viewership ratings for week 45 (November 5-11), as against week 44 (October 29-November 4)   according to television viewership monitoring agency, BARC India.

For instance, chart topper Aaj Tak garnered 170 million impressions in week 45, as compared to 109.9 million impressions in week 44. India TV which fetched the second spot saw its viewership ratings jump 1.5 times from 91 million impressions in week 44 to 145 million impressions in week 45. Third on the chart, ABP News’ ratings shot up 1.6 times from 79.9 million impressions in week 44 to 131 million impressions in week 45. Zee News which climbed to fourth position brought in a much-improved 120 million impressions in week 45 from 73 million impressions the previous week. The trend continues for India News which despite slipping to fifth position witnessed 1.4 times jump in its ratings from 79.3 million impressions in week 44 to 118 million impressions in week 45. 

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