India TV is a Hindi news channel based in Noida, Uttar Pradesh, India. The channel was launched on 20 May 2004 by Rajat Sharma and his wife Ritu Dhawan. The channel is a subsidiary of Independent News Service, which was co-founded by Sharma and Dhawan in 1997.A rebranding of the channel took place in February 2022.
In 1997, Rajat Sharma and Ritu Dhawan set up the Independent News Service (INS), the parent company which owns India TV. He co-founded India TV with his wife in April 2004 from a studio in Film City, Noida, India TV. Its Broadcast Centre is in Sector 85, Noida, UP, India. Like other players in this genres it is focussing on the elections through special programming. Last year it took the plunge into Connected TV (CTV).
Medianews4u caught up with Ritu Dhawan – Managing Director of India TV to find out more about the channel’s plans.
2024 will be a crucial year for the news genre on account of the elections. What plans does India TV have in this regard?
India TV has consistently maintained the highest viewer stickiness among Hindi news channels. During elections, our election programming garners even more attention due to the channel’s credibility and authenticity. According to BARC data from previous elections, we have always been the audience’s first choice. To keep the audience engaged and informed about election-related news, we are already ahead of others with our flagship program ‘Kahani Kursi Ki’. During its successful six-month run, the show has already built a loyal base in the Hindi-speaking market. We are also offering many new programs exclusively lined up for election coverage.
When you look at consumption patterns what trends are being seen for India TV? Is digital today as important as broadcast?
We have observed a continuous growth trend in TV viewership. Previously, viewing patterns were predominantly limited to morning and evening prime times. However, there has been a noticeable growth in the afternoon band as well. Consequently, India TV continues to maintain its position as the most stable channel. Despite significant measurement basis changes by BARC in recent times, India TV remains resilient. India TV prioritizes providing credible content over solely focusing on revenue goals. We also ensure a balanced approach between pre and post-campaign evaluations for advertisers.
On the revenue front what goals has India TV set for itself? From a P&L perspective what is the big challenge today for India TV and the news genre?
During this election season, we have observed an increase in the number of active advertisers, and we are grateful for their trust. In the news genre, several new entrants have started investing in distribution. However, India TV firmly believes in the organic growth of reach and viewership. Consequently, our profit and loss (P&L) remain stable amidst these developments. Regarding digital platforms, there is a clear demand for content tailored to individual preferences. The digital ecosystem allows users to consume content at their convenience.
You launched three CTV channels last year. What was the thought process behind this?
CTV has experienced significant growth in recent years and is poised to become even more popular among users. CTV platforms offer a more personalized viewing experience, allowing viewers to select the content they want to watch. Responding to evolving preferences, we are the only News Group to launch Exclusive CTV channels to provide viewers with a more personalized & diversified news format. India TV Speed News is a India’s first 24X7 Fast news channel delivering continuous, fast-paced updates to audiences who prefer concise content and want to stay informed about news from India and globe. India TV Aap ki Adalat is a well-known IP for our brand, beloved by audiences for its engaging episodes. Following the onset of the pandemic, people have become more conscientious about their health. India TV Yoga becoming a popular channel that provides lifestyle and health tips through the teachings of yoga guru Baba Ramdev.
So far what has been the response like? How are advertisers looking at CTV as an option?
The response to CTV has been largely positive, with increasing numbers of users embracing the platform for its personalised viewing experience. Advertisers recognise the potential of CTV as an advertising option due to its ability to effectively target specific audiences. As CTV continues to grow in popularity, advertisers are increasingly allocating budgets to this platform to reach their desired demographics. YouTube always been a significant platform for Hindi news consumption, with a vast audience base seeking news and content in the Hindi language.
How big a platform is YouTube for Hindi news consumption and how does India TV use it?
India TV utilises YouTube as a strategic tool to expand its reach and engage with its audience. India TV uploads news clips, segments, and full episodes to its YouTube channel, allowing viewers to access their content conveniently. By leveraging YouTube, India TV extends its reach beyond traditional television and caters to the growing online audience seeking Hindi news content.
How do you address the challenge of fake news?
In the current fast-paced, dynamic environment, we also feel the pressure of breaking the news first. However, credibility and authenticity are paramount in every news story we broadcast. Once aired, news cannot be recalled, highlighting the importance of thorough verification at India TV. As a credible news brand in the digital sphere, we carefully verify every piece of information before sharing it, adhering to strict publishing standards. With a loyal audience who values India TV for its trustworthy news, we’re committed to providing reliable information that always keeps you well-informed.
Do AR and VR have a role to play in immersive content for news?
Augmented Reality (AR) and Virtual Reality (VR) play a crucial role in engaging the audience with the channel, facilitating clear and easily comprehensible news delivery through immersive visualizations. Now, it has become part of Production, so we use it as and when it is required. However, these are peripheral attributes, News Content still plays a major role in the programming. We use AR and VR in a way that enrich the content and should not be overdo in the programming. Nowadays, these technologies are seamlessly woven into production processes, allowing news outlets to deploy them judiciously based on the nature of the story and its audience appeal.
A few years ago, there was controversy over BARC. Is the measurement system satisfactory?
NBDA is consistently in touch with BARC to make the system more transparent and efficient. Bugs are always in the system; we need to fix them. BARC has increased its panel size and has brought more transparency into the system. After ADRS (Augmented Data Reporting standard), Now News Channels have become more stabilized. Anomalies have been reduced by far, though BARC need to understand the mood of the Nation and better represent Indian News Viewers. While content related to war may have got numbers for few months , India is currently amidst the world’s largest democratic election, it has evaporated the popularity of such content since the Election is such a major event.
Are hyperlocalisation and personalisation of content focus areas for India TV?
India TV, as a Hindi channel, caters to a broad spectrum of the country’s population, adopting a holistic approach that strikes a balance between delivering news on both macro and micro levels through programming. Analysing the hot seats of specific areas makes the content more relevant in that area, with the support of data like opinion poll, Anchor interaction and past election analysis, giving a better understanding to the viewers. We have produced a Programme, for election coverage with contains region-specific content from all over India. Abki Baar Kiski Sarkar, Chunav Dhamaka, Jaati Ganit, and Modi and Musalman, naming the few programs which are special programs of Elections. This time we have a special program, ‘400 Ka Route’ based on South specific, in which we are providing a trend of South seats. We are also planning to have election events in various places of India to have the flavour of democratic elections.
