According to Tam data for the period 22 February to 20 March, NDTV
India's reach was 58.8 per cent as compared to Aaj Tak's 62.1 per
cent. However, surprisingly, when the reach of all Hindi news channels
collectively took a dive in the period 21 March to 10 April, NDTV
India's reach at 57 per cent overtook Aaj Tak by 0.11 per cent in
the 15+ C&S Hindi speaking market.
Reach for Hindi News Channels in 15+ C&S, Data Period: 22
February 2004 to 20 March 2004, Hindi Speaking market
Reach for Hindi News Channels in 15+ C&S, Data Period: 21
March 2004 to 10 April 2004, Hindi Speaking market
However, on the channel share front, Aaj Tak continues to rule
the roost. While Aaj Tak stood tall with 33.3 per cent channel share
for the period 22 February to 20 March, NDTV India was holding its
ground with 18.2 per cent in the 15+ C&S Hindi speaking market.
Interestingly, from the period 21 March to 10 April, while NDTV
India's channel share rose to 19 per cent, Aaj Tak's dropped to
31.4 per cent. With almost 19 per cent channel share within Hindi
News genre among 15+ C&S homes, NDTV India has clinched a clear
number two slot within less than a year of its launch.
On the other hand, Star News' channel share picked up from 16 per
cent (22 February to 20 March) to 16.5 per cent (21 March to 10
April). Zee News and DD News' share too increased from 12.6 per
cent to 12.7 per cent and 10.6 per cent to 10.7 per cent respectively
in the above-said period. Sahara Samay too had reasons to cheer
as its share rose from 9.2 per cent to 9.8 per cent.
India garners more than 20 per cent channel share within Hindi
News genre among people above 15 yrs of age in C&S homes
during evening prime time
For NDTV India, the evening prime time seems to be the key as the
channel garnered more than 20 per cent channel share of this slot
within Hindi news genre among15+ in C&S homes for the period
21 March to 10 April.
Though it will take some time to match the towering heights that
Aaj Tak has reached, the rise of NDTV India is commendable.