Quoting from the latest Tam data, a company release states that NDTV Profit has beaten CNBC in the second week (23 - 29 January) since its launch with a market share of 57.9 per cent compared to CNBC's 42.1 per cent in the all day parts in the C&S 4+ all India market.

Even in the key peak business hour (9 am to 4 pm) time band, NDTV Profit affirms its market leadership with a share of 52.9 per cent compared to CNBC's 47.1 per cent in the above mentioned market.

NDTV director Sameer Manchanda attributes the success of the channel to its strong content and distribution. His claim: Profit has a reach almost twice that of CNBC.

CNBC-TV18, however, claims it continues to hold leadership position in its core audience group. Says CNBC TV 18 vice-president sales and marketing B Saikumar, "In our core audience, which is SEC A, B 25+ males, we are bigger than even NDTV 24x7 in all days and day parts. The TG that NDTV Profit has mentioned is not our TG and hence this claim doesn't faze us."

Commenting on the reach of Profit, Saikumar says a free-to-air channel would obviously have that advantage. That is a part of our business strategy, an NDTV official counters. "Our aim is to get maximum eyeballs and maximum reach. At the end of the day, delivery is what matters."

Looks like a war has been declared. Stay tuned for more on the same front.