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Trust Vote coverage: A bonanza for English and Hindi news genre

28-July-2008
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Trust Vote coverage: A bonanza for English and Hindi news genre

Even as there is still time for the TAM Media Research data to be released on the UPA Government’s Trust Vote that had created quite a stir across the country, aMap data shows that Hindi news genre grew by 48 per cent during the Trust Vote coverage, while English news genre had grown by 17 per cent when compared to the previous week. Aaj Tak and Times Now led in their respective TGs.

aMap data shows that for the C&S 25+ in the six-metro market, Times Now had an all day GRP of 6.1 on July 22, 2008. NDTV 24x7 followed with an all-day GRP of 4.4. CNN-IBN followed at 3.4. Headlines Today and NewsX were at 1.6 and 0.9, respectively.

In the Hindi news genre, Aaj Tak led on the day with an all-day GRP of 10.5. India TV followed with 8.2. Star News and NDTV India were at 7.2 and 6.2, respectively. Zee News and IBN7 had GRPs of 5.7 and 5.4, respectively.

The event had given quite a boost to the news genre when compared to the previous week. When compared to July 15, which was the last Tuesday, the viewership share for all English news channels put together was 1.9 per cent, whereas on July 22, it was 2.2 per cent. This means that the viewership share of this genre increased by 16.8 per cent when compared to the same day in the previous week. Even when compared to the days just before the Trust Vote, both Times Now and NDTV 24x7 saw an increase in their overall viewership.

Similarly, the viewership share for all Hindi news channels was at 8.6 per cent on July 15,. On July 22, this jumped to 12.7 per cent. This implies that the viewership share in this genre increased by 48 per cent when compared to the previous week.

Even as the news genre has been busy with the blasts coverage over the past two days, it has not kept a similar high. News channels have been quick in realising that high interest events can generate numbers and for the Trust Vote coverage, some channels had even hiked their ad rates for the two days on the inventory that could be made available.

Media experts like Lodestar Universal’s Nandini Dias had pointed out that the news genre had become fickle enough to not see any genre leaders. She explained, “The channel is as good as the last event that it had covered. You really cannot predict in the genre anymore on which channel would do well.”

TME’s Senior Vice President, Divya Radhakrishnan, had made a similar observation. She said, “There is too much clutter in the genre. The day of a clear leader had gone a long time back, and even the difference that a leader has with the second or the third player is barely a few points.”

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