Headlines Today, the 24-hour English news channel from TV Today Network which was launched on 7 April 2003 aims to capture 30-40 per cent of the English news market, states a release. To put its plan into action, the channel has created a rate card which it hopes will ensure high cost efficiency for advertisers.

The channel is trying to make its presence felt as well. In addition to the 20-minute preview of Headlines Today, which has been appearing on Aaj Tak since 31 March, and will continue to do so till the end of the month, the channel has been advertised across all major publications as well, the release informs.

The channel also kicked off an SMS contest to mark the launch of Headlines Today. The contest generated more than 1.3 million responses in just four days, the release claims.

If Headlines Today can achieve anywhere near the success of sister channel Aaj Tak, which according to the release has 63 per cent share amongst Hindi news channels reaching 30 million households, then it will certainly be a force to reckon with.