Television

The news on Aaj Tak: let's change

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NEW DELHI: Change, they say, is the only truth. Aaj Tak, country?s No. 1 news channel, will don a new look from 6 September, including a brand new logo.

As reported by indiantelevision.com earlier, the makeover of Aaj Tak, an official statement from the channel said, is all about a new idea, a new spirit, and the next level of news broadcasting.

Speaking on the re-launch of Aaj Tak, parent company, TV Today Network, CEO G Krishnan said, "Aaj Tak has always been a trendsetter and not a trend follower. True to our tradition, the new look is yet another first in Indian news broadcasting and I am sure our viewers will enjoy the clutter free viewing experience.?

Asked by indiantelevision.com whether the new look would be backed by a marketing and communication campaign, Krishnan replied in the affirmative."Part of it has been put on air today afternoon, but the nationwide print, outdoor and audio campaign will break around 15 September," he said.

The new look has also been spurred on by the launch of other news channels as, according to Aaj Tak, it had lead to a much cluttered news market. The ?complete overhaul? will be in terms of design and presentation of news.

The ?re-launch? of the news channel will showcase a new studio, a change in the logo, bold colours and a ?classy presentation style of news.?

Pointing out that the Indian viewer, exposed to international channels expects similar quality, the statement said that the new offering is benchmarked against international standards and aims at substantially ?improving the news viewing experience.? Red colour will be prominently used to signify the speed of delivery.

Similarly, the basic elements like fire, wind, water, etc will be used as combinations in dynamic backgrounds to communicate the speed and urgency with which news is delivered, the statement said, adding that several new programs will also be introduced after the changes are effected.

International consultancy firms, Jump and GOSU, are responsible for the execution of the 'new look'.

In a country where there are at least seven mainstream news channels (excluding regional language, region-specific and international ones), Aaj Tak?s stranglehold, despite assertions to the contrary by various news channels, continue over ratings has continued.

Tam data for week 33 ending 14 August 2004 shows that Aaj Tak has maintained its lead with a reach of 30.2 million viewers in the week under review as against 25.9 million viewers of NDTV India. Full day channel share of Aaj Tak too showed an upswing from 28.6 per cent to 31 per cent, while closest rival, NDTV India, was at 19.2 per cent. Average time spent on Aaj Tak too increased from 32 to 38 minutes, while time spent on Zee News was 30 minutes and on Star News and NDTV India was 27 minutes.

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