MUMBAI: Hindi news channel leader Aaj Tak has one more reason to celebrate. The latest is that the news channel has found a place for itself in the Limca Book of Records for the most number of viewer interactions in the form of short message service (SMS) responses in the last two years.

According to an official communiqué to Aaj Tak from the Limca Book of Records, "The largest number of SMSs received by a television channel as responses to contests, polls, etc.over a period of two years from 1 May 2002 – 25 May 2004 has been recorded in the chapter on Communications."

During the period Aaj Tak generated more than 10 million responses spread across polls, contests and viewers comments.

Aaj Tak's 2424 SMS platform has been employed by the channel for the purpose of real time and regular viewer feedback across all major occasions, events issues of national interest. This interactivity campaign is part of a well-ingrained strategy for the positioning and promotion of the channel which was initiated by Aaj Tak.

The SMS responses that Aaj Tak got have also been helpful in providing vital information on the demographics of its viewership and the popularity of various programs.

Aaj Tak's marketing manager Rajesh Sheshadri was quoted in a company release as saying, "The 2424 SMS campaign is our way of continually being connected with the audience and providing the viewers an opportunity to voice their views. We have tried to bridge the newsmaker–news-seeker gap heralding an entirely new form of communication, and the phenomenal viewers’ appreciation has resulted in this record."