NDTV India is considered as one of the leading 24-hours Hindi news channel of India. It is the sister channel of the NDTV group headed by Mr Prannoy Roy.

NDTV India has a lot of competition in hand as it may stunt growth as it battles with STAR News for the second slot in the Hindi news space. NDTV India, however, faces a long battle with the resources-rich STAR News before it can fortify the second slot behind Aaj Tak. This battle has the potential to affect profitability in the next couple of years. But slowly and steadily NDTV India did give Aaj tak a run for its money. In the year 2004 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 Hindi speaking market. Launched in the year 2003, NDTV India had clinched a clear number two slot within less than a year of its launch. 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. A well-diversified advertiser base has ensured that NDTV has been able to build a healthy revenue stream within a year of entering the business of broadcasting. Unlike other channels, NDTV India is quite popular in the night compared to low TVRs during the daytime.

Leave a Comment