Consolidating its numero uno position in the electronic medium, Aaj Tak set the tracks ablaze in the election week ending May 15. As per TAM data, the channel commanded 31 per cent share of all Hindi news channels during the week, and the average viewer time spent for the channel too was a superior 62 minutes compared to 33 minutes for Zee News, 40 minutes for STAR News, 25 minutes for Sahara Samay, 45 minutes for NDTV India and 33 minutes for DD News.
Reflecting on the fine performance, Rajesh Sheshadri, official spokesperson of TV Today Network, said, “Aaj Tak raised the bar of election coverage with initiatives like 100 hours 100 reporters and ‘Aap ka Faisal’.”
In a similar vein, CyberMedia Research, using its proprietary RTVA methodology, conducted a survey amongst households in New Delhi and Mumbai and found that around 43 per cent of the viewers were hooked to Aaj Tak during the elections, followed by STAR News, NDTV India and Zee News. Male audience dominated the viewership with the figure touching around 57 per cent of the total households watching TV.
Sheshadari observed that the channel scored high on the basis of its accurate reporting and capabilities to be out with the news first.
The channel’s strengths were also highlighted by AC Nielsen’s study on ‘Perceptions of News Channels in India’. The study pointed out that Aaj Tak is the most preferred channel in the news genre, its news bulletins are the most preferred news programme, followed by political interviews, that its business news and news-based discussions are preferred primarily by SEC A.
And, now at the RAPA awards, the channel picked the awards for Best Live Telecast, Best Cinema Programme, Best Channel Promo and Best Anchor.
TV Today Network, it appears, would leave no stone unturned to quell competition for the top slot in the Hindi news segment.