Will the
leader regain its touch? |
According to TAM figures (C&S 15+, Hindi speaking markets),
newcomers Star News and NDTV India are already snapping at Aaj Tak's
heels, both having grown to a market share of 21 per cent each.
While Star News started with a market share of 15 per cent, NDTV
India started the year with a share of 17 per cent. Both have made
slow, but steady progress over the last 18 weeks to remain resolutely
tied at equal market shares currently.
Other players have not gained from Aaj Tak's discomfiture, however.
DD News, the latest entrant, has in fact, lost market share - from
12 per cent in the beginning of the year to 10 per cent by the end
of April, while Sahara Samay recorded a marginal rise from eight
to nine per cent. Viewer loyalty to Zee News has remained steady,
going neither up nor down. Zee News has retained its market share
of 13 per cent that it began the year with.
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Who will
win the race to the top? |
The scenario is similar in the C&S 4+ demographic in Hindi
speaking markets too - Aaj Tak has fallen to a market share of 25.4
per cent, while NDTV India today stands at 22.3 per cent and Star
News at 20.8 per cent. The outlook is a little better for Aaj Tak
in the 25 + TG in Hindi speaking markets, with the channel boasting
27.1 per cent market share, much lower than the share it started
the year with, yet better than its share in the other demographics.
Here too, both Star News and NDTV India are neck to neck - NDTV
with a share of 21.8 per cent and Star with a share of 20.9 per
cent.
The overall channel share of Hindi news channels has however grown
from 5.8 to 6.5 in the first four months of 2004, thanks to the
general elections. Here too, Aaj Tak has slipped from 2.1 to 1.7.
On the other hand, NDTV India has gone up from 1 to 1.4 while Star
News has gone up from 0.9 to 1.4, the TAM data reveals.
The battle for the top spot, precipitated by the elections, will
continue for some weeks to come till the results are out and credibility,
speed and clarity of each channel is established. The fight continues....
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