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New prime time programming aimed to pep up India TV

05-January-2005
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New prime time programming aimed to pep up India TV

Rajat Sharma-promoted India TV has taken a major programming initiative to launch a series of anchor-driven shows in the New Year. The 24-hour Hindi news channel, with a new catch-line, ‘New Year, New Look India TV’, is unveiling over a half a dozen new programmes.

India TV has introduced an all-new concept of Speed News. This daily show, anchored by Saurav and Rajini, presents crisp and fast-paced news of the day without riders. Unlike other channels, this 30-minute news bulletin, aired at 11 pm, presents over three-dozen new stories compared to eight to 10 new stories packed in a standard 30-minute news bulletin on various other channels.

The channel has introduced a six days a week special Evening News Show. This 8 pm programme, anchored by Abul and Aarti, offers 50 minutes of analysis in politics, business, entertainment, sports, with studio discussions and interviews related to the day’s news, while the 10 pm six days a week prime time show, India Live, hosted by Sudhir Chaudhry, presents live news reporting from correspondents deployed across the remotest locations in the country. Not just goodies, the channel has made its presentation livelier with different sets for morning, afternoon and evening news.

‘Kal Ka India’ – the Sunday night show is an upmarket programme on India’s best schools and colleges. Then there is this new cinema show – Box Office India on Fridays. Hello India, the weekday show on Mondays, anchored by mimicry artist Abhishek, is a spoof on politicians while another Monday show – Chat Masala presents celebrity interviews. The flagship weekday show – Rajat Shamra Ke Saath Aaj Ki Baat, has been given a new look with a new set and new packaging.

However, alongside completing 200 days of successful existence, India TV can be perceived as steadily but surely riding high on the TRP chart. According to the TAM ratings, it has garnered 11 per cent viewership share on weekends, ahead of DD News (six per cent) and Sahara Samay (five per cent), closing ranks with Star News (15 per cent) and Zee News (18 per cent).

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