'The lead team will strike the ICC tournament', 'Rajdhani Express derailed', or the 'Live coverage of the military operation to flush out terrorists from a house in Srinagar', were the three most obstinately followed events by all of us. To media watcher's surprise, it was un-fancied Zee News that broke these stories. With aggressive news strategy, the channel seems to be on an upswing.
Let us look at the number game. The channel share of Zee News and Star News was 0.83% in the first week of August while Aaj Tak enjoyed a share of 2.37%. In mid August Zee News noticed an up swing with a channel share of 1.1%, leaving behind Star News at 0.81%, whereas Aaj Tak dipped in its share of 2.37% to 1.96%.
The second week of September witnessed a universal increase in the channel share of all the three news channels. It was the time of the Rajdhani Mishap. Star news remained at 0.82% while Zee News stood at 1.24%. Aaj Tak remained at the top with a channel share of 3.23%.
"The entire look of the channel has been revamped to make it brighter and vibrant accompanied by sleek graphics and bands. The editorial policy has also been reoriented to focus more on national interest stories," says Partha Sinha, Director-Marketing, Zee.
The result of these changes at Zee News can be witnessed by the signing up of a crop of new advertisers including LML, Idea - Celluar, Tata Safari, Emirates, Standard Chartered Bank, Everest Masale, and Hindustan Petroleum- Milcy.
Giving the credit of all this achievement to the team leader L N Goel, who recently took over as Director- Zee News, Sinha says, "His leadership has infused fresh energy into the entire Zee News team and steered it towards a string of success."
Zee news finally seems to have accepted the challenge of the competitive market and is eyeing for a vigorous future. "We will continue to exploit our forte in investigative journalism. Our coverage of Abu Salem's arrest and Rajdhani Express are cases in point. We have a lead, being the oldest in field and we are determined to maintain it", adds Sinha.
With these initiatives of breaking news and live coverage by Zee, is Aaj Tak loosing its strength of bringing the news 'Sabse Tez'? "It would be incorrect to say that Aaj Tak is losing its strengths. We have maintained our share of over 50% both in All India & Hindi speaking markets. Our core strengths have been to bring live news and we have lived up to this belief. During the recent Rajdhani Express derail, we had the highest reach and time spent", says G Krishnan, CEO, Aaj Tak.
Let us now into the channel share of Aaj tak, Zee News and Star News various markets:
Source: TAM, TG: C&S, ABC, M/F, 15-44 yrs.
Market: Delhi, Mumbai and Kolkatta.
Though, Zee News has fetched some numbers for itself; Aaj Tak still remains on the top,
leaving Star News at the bottom.
But how is Aaj Tak taking the recent gains by Zee News? "Even if Zee News is differentiating its content in the recent times, we still have maintained viewers interest and will continue to do so through our efforts," says Krishnan.
So while Zee News has done well to break news and gain share of audience mind, it will have to consistently follow this success. Only then can they think of Subse Pehle berating Subse Tez.