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NDTV 24x7 stays on top of English news heap

06-December-2004
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NDTV 24x7 stays on top of English news heap

NDTV 24x7 is clearly the first choice as far as English news viewing is concerned in India with a channel share of 37 per cent. The closest competition is from Headlines Today which has a channel share of 21 per cent, followed by BBC World with a 16 per cent and CNN with 11 per cent channel share.

According to TAM figures for the period October 15 to November 15, in the 8 pm to 11 pm time slot for the target group of CS 15+ AB in six metros, NDTV 24x7 has a TVR of 0.06 followed by Headlines Today with 0.03. BBC World and CNN tail behind at 0.02 and 0.01 respectively.

Said Rajesh Sheshadri, Senior Marketing Manager, TV Today, “Headlines Today is unique in its format and presentation, the numbers are promising and we hope to make it to the number one position soon.” He further said that NDTV had an advantage because “it existed as a brand even before their channel came, so the brand recall is there. Headlines Today is taking time but it is sure to catch up with its sharply defined positioning.”

Raj Nayak, CEO, NDTV Media, says, “NDTV is the most credible of all news channels. Its success lies in the quality of programming and the content backed by good production values followed by good distribution and marketing.”

In the 10 pm to 10:30 pm time slot, there is hardly any competition for NDTV 24x7 with Rajdeep Sardesai’s X Factor alone commanding a channel share of 42%, far ahead of its competitors. Headlines Today is not even close with a share of 13% for this time slot. The TVR for X Factor alone is 0.08 and its nearest competitor is BBC World with a rating of 0.04.

Commenting on BBC’s ratings, Sanjeev Srivastava, India Correspondent, BBC, said, “BBC World is an international news and information channel. While the domestic channels cover Indian news and events from Indian perspective, viewers come to BBC World for an international perspective. Viewer's appetite for news has grown significantly in recent years; they consume news from multiple sources, and the complement their viewing by watching both domestic and international channels. BBC World's share on peoplemeter is fantastic when it comes to international events, and to evaluate BBC World audiences one needs to go beyond peoplemeter".

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