Short cellular responses from viewers have made it big for Aaj Tak. Limca Book of Records has acknowledged the channel as receiver of the largest number of SMS responses. An official communiqué from the 15-years-old celebrated book of records informed about the listing of Aaj Tak in its forthcoming 2005 edition, as “the largest number of SMSs received by a television channel as responses to contests, polls etc over a period of two years, from May 1, 2002 to May 25, 2004.” With a bank of more than 10 million viewer’s comments delivered as SMS in this period, Aaj Tak has clinched a special position in the ‘Communications’ chapter in the Limca Book of Records, informed the communiqué.
Referring to the new entry, Vijaya Ghose, Editor, Limca Book of Records, said, “Aaj Tak claimed to have received the highest number of SMS responses amongst its peers. We crosschecked it and because their claim turned out to be true, we included them in our section on Communications.” As she informed, Limca Book of Records carried out an extensive research spanning over almost a year and a half to check out the validity of the claim.
Aaj Tak adopted the innovative strategy to introduce the ‘short code 2424’ SMS platform with the objective to keep a track of the viewer’s feedback on a real time basis across all major occasions, events and issues of national interests. Aaj Tak’s 2424 SMS interactivity campaign is part of a well-ingrained strategy for the positioning and promotion of the channel, involving millions of viewers. For the channel, the responses have been very helpful in providing vital information on the demographics of its viewership, popularity of various programmes, etc.
Speaking on the success of the campaign, Aaj Tak’s Rajesh Sheshadri said, “The 2424 SMS campaign is our way of continually being connected with the audience and providing the viewers an opportunity to voice their views. We have tried to bridge the newsmaker – news-seeker gap bringing in an entirely new form of communication, and there has been phenomenal appreciation from viewers.”