STAR News has continued its good run by toppling the monopoly of Aaj Tak in the Hindi news segment for three consecutive weeks in the all India market. It has also retained the number one position in the HSM (Hindi Speaking Market) for the last three consecutive weeks. The channel has also managed to retain the number one position in the last eight consecutive weeks in the four metros. (Source: TAM, TG: C&S15+ all adults)
TAM figure for week 41 shows that STAR News had garnered a TVR of 19.5 while Aaj Tak had 18.4. The second tier consists of Zee News with TVR of 14.3 followed by NDTV India with 13.2, and the rest that includes IBN 7 and India TV among others.
In week 40, too, STAR News had an impressive TVR of 20.3 as compared to Aaj Tak’s 16.3. In fact, two shows of STAR News – ‘Satyamev Jayate’ and ‘Saas Bahu aur Saazish’ – feature among the top five programmes in the Hindi News genre in week 41.
Kajal Malik, Regional Director, Optimum Media Solutions (OMS), said that there were indications of a trend where Aaj Tak was not a clear leader but had close competition from STAR News.
She said, “In the past, STAR News had managed to gain supremacy in the Hindi news genre for its coverage of Mumbai floods and continued its run by few other captivating and sensational news such as getting Abu Salem’s wife to talk. Some revelations of Jessica Lal’s murder by Tehelka were also featured on the channel. Thus, STAR News has been able to establish some amount of credibility and respect among its audience.”
Malik further said, “The channel has surely been climbing the popularity ladder with some of its programming for a while now, though one can’t say that it has managed to topple Aaj Tak completely. Its good run in the metros is also indicated by the fact that the packaging of STAR News is more upmarket than Aaj Tak, which explains why it would appeal to the audience in metros, which again is a big chunk, and not just restricted to the four metros.”
However, Basabdatta Chowdhuri, COO, Madison Media, was somewhat cautious when she said, “I think it is still too early to say that STAR News has been able to destabilise the monopoly of Aaj Tak as the Hindi news market keeps fluctuating. I think even an eight-week span is also too short, and to establish any kind of supremacy, one would have to observe at least four months’ performance.”
“Anyways, while buying one doesn’t restrict to just one Hindi news channel but considers 2-3 channels in the genre and definitely STAR News falls in the consideration set when buying in this segment,” Dutta Chowdhuri added.