According to recent BARC data, India TV had the highest viewership in Hindi news genre during the counting hours (7am to 1pm) of Northeast elections.
As per BARC data, the channel clocked a gross average minute audience (AMA 000s) of 3,117 compared to its competitors. News18 India, with a gross AMA 000s of 2,990 was second, Aaj Tak with an AMA 000s of 2,645 was a close third, followed by TV9 Bharatvarsh and Republic Bharat among 15+ HSM audience.
According to RPD data, on recent counting day, India TV led by 29.7% relative share, followed by Aaj Tak 24.7%, R Bharat 16.0%, ABP News 15.6% and Zee News 14.0% among top 5 SD Hindi News Channels.
Rajat Sharma, chairman, India TV, said, “There needs to be a realization that it is the user who is now shaping the demand for content. They have the freedom to decide how, when, and where to consume the content. Hence, news channels must focus on creating fluid strategies that focus on personalization and content customisation.”
Regarding numbers, Sharma said, “This is a validation of our strategy. Over the years, we have made a huge effort to redefine our content strategies i.e., take a data driven approach towards analyzing viewership. My belief is that the only constant in the media industry, moving forward, will be change. Hence, as a response, news channels need to constantly reinvent themselves to stay relevant.”
