Network18 most credible destination for news viewing in the country- Avinash Kaul
Network18’s news channels made a significant mark on the Union Budget Day by together garnering a total of 13.1 per cent of the viewership during Finance Minister Arun Jaitley’s speech, on February 1, 2018. (Source: BARC| Males 22+ AB | All India|1st Feb’18 24 Hrs | Market Share out of 169 News Channels)
Speaking on the BARC rating, Avinash Kaul, President - Strategy, Product & Alliances - Network18 said, “Yet again, India chose to watch the Union Budget announcement and its analysis on Network18’s robust news network of 21 channels. Network18 has emerged as the most accessible and credible destination for news viewing in the country. With our presence in 27 states and 12 languages, reach of 40 crores every month and most modern digital newsrooms, Network18 continues to set new benchmarks every year.
While commenting on the groundwork and preparation that went into the budget coverage, Kaul shared, “It’s a big event for us as a network given that we have so many news channels and business news channels. The work starts quite well in advance, 3-4 weeks earlier. We have to build up to that and then we are there with the final product.”
Shedding some light on the content packaging he added that there has to be a group of experts, who come and decode the budget, live budget speech, then there are industry big-wigs, the impact on various industries, all the analysts and top CEOs from each sector have an expert opinion on the budget as it impacts every sector. “So the content packaging is fairly comprehensive including a section on personal finance, on what it meant for the common people, taxation related issues,” said Kaul.
According to him, a lead channel always for budget is the business news channel and CNBC TV18 has been an absolute leader. “CNBC TV18 is higher than all the English news channels including Times Now, Republic TV, ET Now and business news channels put together. It is the biggest day for the business news channels just like Elections is for the general news channels. So that’s really taken the numbers pretty high. As for the network, our channel in Punjab has beaten others to be the no.1 news channel for the budget. Our various channels in various languages have also beaten their respective competitors to be no.1. Basically what happens is that as a network it comes together. The benefits of our expertise spread over to the entire genre and the entire channel cluster that we have.”
Network18 has been consistently moving the needle on the ratings front. On the factors leading to the performance of Network18 Kaul further said, “Around 5-6 quarters back we were no.4 or no.5 news network in the country and now we are the no.1 not only in terms of reach but in term of TVTs as well. This has taken a whole lot of channel revamps and rebranding across states. The work is still in progress. Content line-up of all of these have changed significantly in the last 4-5 quarters including the performance of News18 India which is now among the top most Hindi news channel in the country. So all of these together have led to the channel’s share growing up significantly.”
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