India TV emerges as No1 Hindi news channel during recent counting day
The media industry has been under a tremendous state of constant flux over the years. The news consumption and delivery patterns from a user's perspective have changed. As a response, news channels have expanded to multiple platforms. According to the Comscore January 2023 report, Total News Internet Audience is 440 million in India.
From some news channels, this was an opportunity to reassess their strategy and capitalize on this momentous change. India TV has grabbed this chance to emerge as the undisputed leader (number 1) in providing Hindi news in the country. This has been affirmed by the latest BARC reports, which stated that India TV had the highest viewership regarding Northeast elections (Counting hour between 7am – 1pm).
Speaking about this feat, Rajat Sharma, chairman, India TV said, “there needs to be a realization that it is the user who is now shaping the demand for content. They have the freedom to decide how, when, and where to consume the content. Hence, news channels must focus on creating fluid strategies that focus on personalization and content customization.”
India TV clocked a gross average minute audience (AMA 000s) of 3,117 compared to its competitors. News 18 India, with a gross AMA 000s of 2,990 was second, Aaj Tak with an AMA 000s of 2,645 was a close third, followed by TV9 Bharatvarsh and Republic Bharat among 15+ HSM audience between 7am to 1pm.
Furthermore, India’s first ever RPD data of Airtel Xstream also reiterates the fact that India TV is the top Hindi news channel. According to RPD data, on recent counting day, India TV led by 29.7% relative share, followed by Aaj Tak 24.7%, R Bharat 16.0%, ABP News 15.6% and Zee News 14.0% among top 5 SD Hindi News Channels.
Regarding numbers, Sharma said, “this is a validation of our strategy. Over the years, we have made a huge effort to redefine our content strategies i.e., take a data driven approach towards analyzing viewership. My belief is that the only constant in the media industry, moving forward, will be change. Hence, as a response, news channels need to constantly reinvent themselves to stay relevant.”