NDTV Media CEO Raj Nayak

Overview of the News market

The news genre has been one of the fastest growing segments over the last few years. This is not just in terms of the number of channels but also in terms of audience base and revenue share. And with the growth of the genre, the beneficiary is really the viewer where he can choose from the different channels and choose the one which adds value to his life in terms of news and information. I believe the genre still has potential and there's definitely space for more channels.

Target audience for the genre

I don't believe that news watching is an in-between activity between the `K' serials. And the fact that India is a single TV household applies for all the genres and not just for news.

When we launched our channels we broke away from the stereotypes of news being consumed by a particular segment or category. I believe everybody who is interested in the genre is the target audience. Be it college students or teenagers who want to know about things around them or need information for themselves; or be it the women TG which forms a significant and informed audience in our country.

So, we don't believe in restricting ourselves with the fact that our viewership is all about catering to a 25+male from SEC A B. Also, in the changing scenario a lot more research now needs to be done even in definition of the socio-economic category of SEC A or B. Also viewership for NDTV is not about metro or a non metro for us. It's like asking is Shah Rukh Khan mass or class? The answer would probably be he's 'both'.

Our philosophy for newer formats

In a 24 hour news channels you will always come across a scenario where you cannot have breaking stories all the while. News is consumed by audiences at different day parts with different intensity and you need to keep repeating the main news so as to ensure that audiences are in tune with the happenings.

Of course, breaking news remains a very important part of our agenda; But what makes a channel stand out is how the news is covered; in terms of its presentation and articulation of the story. Apart from getting the top headlines, TV watching is also all about unwinding. So, our attempt has always been to innovative formats but without 'diluting the essential character of the channel.' So if we do a Jai Jawan and take the top class stars to the borders, it is with a understanding that we're doing it for that part of society for which not much has been done. And although Crime shows deliver good numbers we do not believe in sensationalizing or giving gory details which desensitize viewers over a period of time.

All along, with all our three channels, we've evolved newer patterns & formats. Also, it's not all about getting into the infotainment mode but it is `news you can use'. So, we have shows like Rasoi Ka Raaz about cookery tips, or about house improvement. Apart from getting in good numbers for us; the shows have done wonders for us as a part of the weekend strategy. Also, since there is not much news happening over the weekend. If you look at the scenario abroad, there is not much TV viewing happening as people often take off on holidays over weekends. Whereas here in India, the situation is different where people do sit at home and watch TV. Viewers love to watch NDTV when they have lots of time to spare, on weekends or are on holiday. The Big Fight and We The People are the shows that have the highest recall value.

We do not believe that there's a different audience for our Hindi channel. Even the Hindi audience is upmarket and discerning and there is no difference in the programming in that sense.

There are some programmes which bring in revenue for the channel, some which bring a `perception change' and some that garner respect for the channel. So, it's all about offering a basket of programming across all time bands and every programme is not about getting money.

It's all about getting a good audience base and even BBC and CNN do travel and fashion. And to criticise say a programme like Night Out as diluting news and stating that international channels don't do it, I would say this, 'Why can't we be doing things which they can ape?' We started Night Out looking at the need and demand of people wanting to know about the parties, best restaurants and happenings in town. And the same was translated into Raat Baki on NDTV Hindi.

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