TAM data 4 weeks (week ending 9th Nov) states that Seedhi Baat
& Cinema Aaj Tak also figure prominently on this chart even
after completing more than 52 episodes, bringing out the fact that
they are still successful in sustaining viewer’s interest. The stickiness
index for Aaj Tak is 43 per cent whereas for Zee News & Star News
it stands at 33 per cent & 19 per cent respectively.
The latest addition to the Aaj Tak programming schedule has been
the induction of Metro morning. The initial reports about this programme
are very encouraging, and it is all set to replicate the success
of the evening show. Before this, Aaj Tak had launched a slew of
programmes in the Sunday slots.
In an official release, the channel has attrbuted very healthy
ratings to content which is different from the normal programming
fared out by the rest of the news channels. Aaj Tak lays emphasis
on ’News that you can use.’
The channel has also fared well with the advertising community.
VP Universal McCann Rajul Kulshreshtha said: "Aaj Tak in the
past few months has achieved unqualified success and has also been
able to carve a distinct niche for itself in the world of news.
All brands that have advertised on Aaj Tak have benefitted. Apart
from providing a reach that is significant, the channel has also
been able to deliver quality audiences."
Aaj Tak, which is all set to launch a sister English channel early
next year has also got into high gear on the encryption front with
the talk in industry circles being that from 1 January it will be
available as a pay feed.
It has been building up a distribution sales team for that purpose,
with industry sources reporting some recent poachings as well.
Aaj Tak seems to have followed the lead provided by B4U (and Discovery
before it) in the matter and has apparently decided that it can
sell its two channels in a more focussed fashion if it goes it alone
rather than tag onto any network.