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Speaking on the initiative, TV Today CEO G. Krishnan says: “There
is a large Indian diaspora in the US. While the geographical boundaries
are shrinking, the distance between them and India seems to be widening.
Launching Aaj Tak and Headlines Today on the Dish Network will offer
the viewers with live news and analysis straight from home right
into their living room.”
He added: “We are delighted to join hands with Dish Network
who have established themselves as a market leader with their vision
and pioneering efforts and are committed to constantly enhancing
their South Asian programming mix.”
TV Today CMD Aroon Purie says: “Aaj Tak and Headlines Today
have been able to successfully widen the viewership base for news
in India. This step will further widen the base for Indian news
internationally.”
Aaj Tak and Headlines Today will be available to Dish subscribers
as part of a package and also on an a la carte basis. The price,
however, was not disclosed.
“We are excited to serve as the exclusive pay TV provider
of Aaj Tak and Headlines Today channels in the United States,”
Tracy Thompson, vice president of international programming for
Dish Network said.
Aaj Tak has been the undisputed market leader in the Hindi News
genre in India since its launch, though several other channels are
now snapping at its heels.
Headlines Today, after an erratic start, has made significant inroads
in the English news market segment. The third sibling is the recently
launched Tez, which is by and large a Hindi version of Headlines
Today where news is told crisply and minus lengthy studio discussions,
etc.
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