Speaking at the first edition of the newly-introduced monthly award scheme (which carries cash awards for the winners apart from a plaque) last evening Quraishi, quoting TAM data, said that amongst all news channels between 8-9 pm, DD National had a viewer share of 92.21 per cent in all TV homes.

The data pertained to the 45th week ended 9 November, 2002.

Amongst C&S homes, with 15 years+ viewers, in the same time band, DD National news bulletins' share was 57.38 per cent, Quraishi said.

The nearest rival to DD, if one can call it one, was Aaj Tak which had a viewers' share of 4 per cent in all TV homes and 22.13 per cent in C&S homes.

In all TV homes, CNN's share was 0.14 per cent, BBC World's 0.14 per cent, CNBC India's 0.29 per cent, Star News' 0.86 per cent and Zee News' 2.29 percent.

Stressing on the wide reach of DD, running 17-odd channels in various languages including Hindi, Quraishi said the "reach of DD is unmatched and advertisers and media planners should exploit this more effectively."

To drive home his point, Quraishi said that even during 7-8 am time band, DD National's share for the 5th week was much more than other news channels.

In all TV homes it was 92.08 per cent, while in C&S homes it was 62.04 pr cent. Again the nearest rival was Aaj Tak with 5.09 per cent and 24.27 per cent viewership share in all TV homes and C&S homes, respectively.

Meanwhile, dwelling on the award scheme, Prasar Bharati officials said that the main purpose of the awards was to encourage in-house productions and promote professionalism.