TV Today Network Ltd is looking at launching a news channel in a regional language. According sources the choice of language will be decided by the gap in the market for news, the advertising market in the particular language, and the existing competition. TV Today has sought the government’s permission to start a new news channel.
TV Today has projected a break-even period of 12-18 months, though maiden channel Aaj Tak made it in nine months. The company plans to start recruitment for the new channel soon.
According to market research information, Aaj Tak has emerged the leading news channel in the Hindi speaking markets.
As per TAM Media ratings on television viewership for the week ended September 14, the channel had a share of 57 per cent in full-day channel viewership in Hindi speaking markets and a prime-time share of 61 per cent. TV Today now wants to replicate the success in other languages.