The Hindi news genre has always witnessed cutthroat competition, with the various channels claiming supremacy. An interesting trend has emerged now with Hindi news channels taking on the English news channels in the battle for the eyeballs of India’s affluent group.
It may be recalled that ABP News had come up with a campaign some time back, claiming to be “five times bigger than all English news channels amongst the affluent in India”. Now, India TV has come up with its latest campaign, wherein the channel has claimed to be “11 times bigger than all the English news channels put together” amongst the affluent in India (CS15+ AB, Del+Mum+Kol, 24hrs, Wk 6-18’13 all days). The campaign also compares Aaj Tak, which is around eight times bigger on the same parameters.
Source: TAM, TG CS 15+ AB, Del + Mum + Kol, 24 Hrs, All days, Week 6-18’13 (13 weeks average)
Eng News: Times Now, NDTV 24X7, CNN IBN, Headlines Today, News X
Currently, the five English news channels (Times Now, NDTV 24X7, CNN-IBN, Headlines Today and News X) together hold a share of 2.3 per cent, while ABP News at 11.1 per cent share is approximately five times bigger; Aaj Tak is approximately eight times bigger with a share of 17.6 per cent; and India TV with a share of 24 per cent is 11 times bigger.
Ritu Dhawan, MD & CEO, India TV cautions, “Don’t trust anyone blindly.” According to Dhawan, “A perceptual propaganda has been on for a while now, despite the fact that we have been delivering much more on most parameters than others in the genre, we thought that it’s time to set the record straight.”
Sharing his thought over the campaign and supremacy claims by different channels, Sujeet Mishra, Senior Manager, Brand Activation and Trade Marketing, ABP News said, “I have seen the claim today, but I haven’t checked its authenticity. What they (India TV) are claiming is more on a situation basis and not on a consistent basis. In the week that they are mentioning, may be their numbers are very high, but from an advertisement point of view, our campaign has been running for the last one and a half years, we have chosen consistency of claiming data and we have sustained those numbers.”
He further said, “What matters is the complete concept and how the campaign is able to feed this thought in the viewers’ minds, bringing variety and at the end making a positive impact.”
He informed that quite a few well-known brands came on board with ABP News after the channel showed the case study behind the campaign. “We make the advertiser believe what we are doing is profiling with our channel and attracting viewers, not only via quantitative method, but also via qualitative method,” he added.