News Broadcasting
Is CNN-News18’s ad rate hike in tough market conditions justified?
Mumbai: CNN-News18 hiked its advertising rates recently. These revised rates will be applicable to all existing and prospective clients advertising on the channel and are said to be significantly more than earlier rates.
The new development comes on the back of the channel’s number one position for the last 52 weeks, as showcased in full page advertisements in May third edition of Indian Express and Economic Times.
But is the channel truly different from others in this competitive market?
As per a media expert, “If you give audiences pure news in an uncluttered way and reduce the noise decibels, you’ll get premium positioning both in the mind of viewers and advertisers. That’s how CNN-News18 has carved the top slot of itself in the cluttered and noisy news market. Their YouTube numbers also reflect the same.”
“However, what sets the channel apart from others is its intelligent shows, which are not the usual screaming and screeching that one often sees in the news genre. I think the channel believes that news and nuance score over noise and has shown this time and again,” said a prominent TV journalist who works for competition.
The channel has made a big digital pivot, and its anchors and reporters are multimedia journalists who engage with viewers on platforms such as news18.com, YouTube, Facebook and Instagram.
“CNN News18’s core differentiation is that it is digital-first and is headed more strongly in that direction. The channel is disrupting the news genre from all sides, with an intelligent, unbiased content play that is present on platforms where the viewers are,” said an advertiser who did not wish to be named.
“Even if the ad market is soft and the macro conditions tough, CNN-News18 still commands a high premium purely on the basis of its programming. Also, the election season will give it an additional reach. Advertisers want a non noisy news platform that can take their message to audiences in a brand safe environment,” said a leading media planner.
What Does BARC Data say
According to BARC data, CNN-News18 has been the undisputed leader in the English news genre for the past 52 weeks. With a market share of 35.7 per cent, the channel has left its competitors far behind. Republic TV, Times Now, and India Today TV have garnered 28.5 per cent, 23 per cent, and 6.1per cent market share, respectively, which is significantly lower than CNN News18’s market share. (Source: BARC India | Mkt: India | TG: 2+ | Period: AVG Wk 17’22-16’23 |8 Channels considered | Market Share per cent).
In addition to holding the top spot, the channel offers a variety of programs that appeal to a broad range of audiences with distinct interests and viewpoints.
In prime time, CNN-News18 offers a range of programs, including a riveting political show, balanced debates, and a global show with an India lens.
The channel’s coverage of entertainment and sports is another area that draws audiences both on TV and digital.
With some top anchors in the industry who are known for their credibility and expertise, such as Zakka Jacob, Anand Narasimhan, Marya Shakil, and Palki Sharma, the channel provides a compelling line up.
News Broadcasting
CNN-News18 rolls out Battle for the States ahead of key polls
Multi-format election coverage tracks voter mood across five battleground states
NEW DELHI: CNN-News18 has launched a special election programming initiative titled Battle for the States, as India gears up for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry.
Built around the theme ‘Road to Power’, the multi-format coverage aims to follow the entire electoral journey, from campaigning and polling to results and government formation. The network is leaning into on-ground reportage and data-backed storytelling to decode voter sentiment across regions where local issues often shape the narrative.
The programming line-up includes ‘Vote Tracker’, a three-part series developed in collaboration with survey agency Vote Vibe. The show blends survey insights with expert commentary and field reporting, using augmented reality graphics to present complex electoral data such as vote share, seat projections and leadership preferences in a more accessible format. It will air every Monday evening until April 6.
Adding a cultural lens to political reporting is ‘So Saree!’, a ground-driven segment where women anchors travel across constituencies dressed in traditional handwoven sarees from each state. The format uses attire as a storytelling device, highlighting regional identity while capturing grassroots voices.
Meanwhile, ‘Unfiltered Kaapi’ and ‘Chai-Niti’ bring a more conversational tone, drawing inspiration from everyday political discussions in tea stalls and coffee corners. These segments aim to break down key issues through candid, fast-paced exchanges between anchors and reporters, tailored to regional sensibilities.
For viewers seeking deeper insights, the weekend docuseries ‘Reporters Project’ takes a longer view, with correspondents travelling across constituencies to map voter concerns and political shifts on the ground.
“Elections are about people, their aspirations, identities and the issues that matter to them, and every state tells a different story,” said CNN-News18 editorial affairs director Rahul Shivshankar. He added that the initiative focuses on understanding “the sentiment on the ground and what’s driving voter choices”.
Echoing the emphasis on credibility, Network18 CEO – English and business news Smriti Mehra said the network aims to combine on-ground reporting with data-led insights to deliver clear and timely coverage as the elections unfold.
With a mix of data, culture and grassroots reporting, CNN-News18 is positioning Battle for the States as a comprehensive window into one of India’s most closely watched electoral cycles, where every vote carries a story waiting to be told.
