Television

Aaj Tak HD hits airwaves, available on Tata Sky

The launch is expected to boost the company’s competitive positioning

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MUMBAI: India’s leading news broadcaster Aaj Tak has announced the launch of country’s first Hindi HD news channel - Aaj Tak HD. The HD avatar of the channel will be powered by rich exclusives, superior picture, and audio quality and lesser ad breaks.

India Today Group chairman and editor in chief Aroon Purie speaking on the launch said, “Time and Information are the real currencies of this digital age. We have created Aaj Tak HD to give the viewer the best value on both these counts.  Aaj Tak HD has been designed in a way that there will be smaller ad breaks and much more news content than you will find anywhere else.  Let me assure you that Aaj Tak HD is not just about High Definition audio-video. This is about High Definition content and more of it.  As a market leader with Aaj Tak, we have always been Sabse Tez, and now with Aaj Tak HD we won’t be just Sabse Tez but also Sabse Zyada.”

Aaj Tak has had many firsts to its name like experimenting with 3D augmented reality graphics during UP elections, using a drone camera and launching election express – the only live and on the move newsroom. The launch of the HD channel is expected to strengthen the company's competitive positioning and boost its leadership in the Hindi speaking belt.

The media group plans to launch the new channel with special features on Business, Bollywood and International News.  On the occasion of the launch, the channel is also releasing the “Sabse Tez, Sabse Zyada” campaign across multiple platforms - outdoor, TV, digital and massive airport presence.

Aaj Tak HD will be offered exclusively on Tata Sky (Channel Number 508) in India initially, and eventually will become available on other platforms.

Welcoming the viewers to the next level of television news viewing India Today Group vice chairperson Kalli Purie said, “Your trust in Aaj Tak has grown year over year. It is our responsibility, therefore, to always be Sabse Tez... And also to always keep you ahead. Aaj Tak HD will keep you ahead on the technology curve and will serve the entire spectrum of your interests including special features on International Content, Business, and Bollywood. We hope you like our new offering, Sabse Tez Sabse Zyada.”

Aaj Tak is the leading channel in both urban and rural Hindi Speaking Markets not only as per BARC but also as per IRS data.  With HD variant, Aaj Tak will also go on to attract the best and affluent Hindi viewer profile.

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